For over twenty years, Axe has been all about helping guys get girls. Lots and lots of girls. But what about THE girl?

Every guy has one, the girl that blows him away so completely he's unable to approach her. We created a label for that girl, and her name was Susan Glenn.

Then, we created an integrated, multimedia campaign based on the simple premise that, even though every guy has a Susan Glenn, with the help of Axe, every guy can Fear No Susan Glenn.

How often can an advertising campaign be credited with influencing popular culture? Months after the campaign has ended people still use the term ‘Susan Glenn’ to talk about the girl who blows them away so completely they can’t muster up the courage to approach her (search her name on Twitter and you’ll see the conversation is still going on). And guys didn't just adopt the term, they bought into this new side of the brand. The brand saw once suffering sales numbers rebound and exceed expectations for the year.

Unbranded content, memes and partnerships with MTV and SpikeTV seeded the name ‘Susan Glenn’ and what she stood for. Not just A girl but THE girl. Since every guy has one, the term caught on quickly. Then, with the launch of a single film, Axe took credit for the phenomenon. Online and mobile experiences gave guys the opportunity to publicly declare their own Susan Glenn’s by taking over Times Square with personalized messages attesting to their awesomeness. Girls were eager to share the honor, some going so far as appearing in the banner campaign.

A documentary about a guy travelling cross country to serenade his Susan Glenn followed. Max Greenfield from ‘New Girl’ got in on the act with a web series called ‘Finding Susan Glenn.”

It all culminated with the term becoming firmly rooted in pop-culture and a whole new take on the Axe brand.