New campaign designed to recruit Gen-Z, brings to life the transformative effects of Lynx Africa, and proves it will keep users feeling ‘fresh as fresh’ with the GOAT of fragrance
9th May 2023: Lynx, the UK’s largest male fragrance brand is back and shaking things up with a brand-new ATL campaign to recruit the next generation of Lynx lovers. Part of a huge £13 million marketing investment, the highly targeted activation aims to remind guys that Lynx Africa is the greatest fragrance of all time.
The campaign kicks off with a brand-new TVC from 8th May and will stream across TV, BVOD, Cinema (targeting Gen-Z relevant blockbusters), YouTube, Twitch and Spotify. Opening with an animated goat holding a Lynx Africa Body Spray, a young man bounces from his apartment after spraying the iconic fragrance. Hopping into a car with a fellow, the duo cruise around like ‘serotonin on wheels’, whilst a fresh track plays and the sun beats down. In the end, the guy finds himself lifted into the sky, and is dropped into a lively rooftop gathering. As the party comes to a close, the feeling of freshness peaks… yet the possibilities still seem endless.
Having sold over 400ml units and being sprayed over 21.5m times every single week, Lynx Africa has truly cemented its well-earned G.O.A.T status and Lynx is celebrating this through redressing the entire Africa range.The campaign follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant. Communicated boldly on-pack to symbolise the brand’s long-standing position as the favourite fragrance amongst men.
For added mojo, Lynx is showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers, and online-goers. As a new venture for Lynx, the brand is multiplying its investment in Twitch to engage young gamers. The brand is also creating social first assets that are shorter, sharper, and will resonate and entertain with the younger audience across Meta (Facebook and Instagram) and Tik Tok. Tapping into the increasing popularity of anime, each social short video will focus on a specific passion point to target different audiences (gaming, music, sports).
Lynx will also be leveraging OOH across key moments, such as the awaited half-term break. For the first time ever, the brand is going fully digital to be more dynamic and more engaging.
Josh Plimmer, Senior Brand Manager, Lynx, says: “As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. status. We’re continuing to evolve the brand in line with Gen Z’s values, interests, and aspirations to recruit the next generation of shoppers by getting closer than ever to their world. It is crucial for Lynx that we continue to maintain relevancy amongst younger consumers and so Gen-Z will continue to be a real focus for us.”
The refresh of Lynx Africa also follows Unilever’s long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up. The Lynx campaign forms part of Unilever’s wider £40million investment into the deodorants category.
Media Agency: Mindshare UK
· Creative Agency: Lola MullenLowe, The Martin Agency
· Talent Agency: Crush
· Brand: LYNX
· Music Agency: Big Sync Music
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