I have to hand it to Clorox. The company did get more people talking about drain cleaning with renewed vigor. Journalists are writing about drain cleaner. I imagine more people actually bought drain cleaner since the launch of the commercials.
A beautiful brand idea is invisible, but possesses the gravitation force to unify messages across an exploding array of media, geography and cultures. The brand idea is more than a theoretical abstraction. It remains the lynchpin of consumer loyalty.
At its core, the "Susan Glenn" Axe campaign is hardly presenting a new revelation or message in the wide world of advertising. However, the key difference is that "Susan Glenn" delves into the until-now-untapped psyche of the average teenager. And boy, is this powerful stuff.