Children Of The Web

How the second-generation Internet is spawning a global youth culture--and what business can do to cash in

BusinessWeek, July 2, 2007 — It's a simple sales pitch, really: Hey, dude, spray Axe deodorant all over your body, and you will become irresistible to beautiful young women. But what Russell Taylor, the Axe vice-president, proposed doing with that straightforward idea was ambitious. He wanted to turn it into a truly global marketing message, one that would work in all 75 countries where Unilever (UN ) sells Axe.