Elida Faberg: Lynx
Brand Name: Name of Brand Product Type or Description: LynxCategory for this Entry: Major change of strategy for existing products or servicesCampaign: Lynx
MARKETING SITUATION
Lynx (or Axe as it's known in some countries) is a male youth toiletry brand which has been hugely successful in recent years, growing 9% yearonyear across Europe in '96 and '97 and achieving penetration levels of up to 50% amongst 1125s. This success was driven by substantial investment in advertising support and significant subsequent improvements in brand image. As the brand team...