Lynx-Unilever: Black Space

This case study demonstrates how Lynx, the deodorant brand, overcame its immature image among UK men in their early 20s to promote its Lynx Black variant.

Lynx-Unilever: Black Space

TMW Unlimited

Campaign overview

Lynx had an image problem. Its audience had grown up and now it needed to grow up too.

By introducing a new understated grooming range, Lynx Black, with a more mature proposition and approach, the campaign made Lynx relevant to guys in the UK once more, as evidenced by widespread positive publicity and social media attention.

Strategy

To regain relevance to men in their early twenties, Lynx abandoned its traditional use of scantily clad girls and presented a more authentic lifestyle, embodied by the product range.

To bring this to life, the team...

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