Lynx - Unilever: Men in Progress

Lynx, a deodorant brand, created a short video series in the UK to discuss modern masculinity and regain its relevance among young men.

Campaign background

Lynx has always been a brand synonymous with young men. But increasingly, guys were seeing it as a relic of 90s 'lad culture'.

The brief was simple, but open - how can Lynx become culturally relevant with young men again?

Strategy

TMW Unlimited's extensive social listening suggested that Lynx had become a shorthand for immaturity and desperation. Having once been embedded in the cultural zeitgeist, in brand health scores, its perceived relevancy to the target audience was plummeting.

With men reporting that they feel pressure to be a financial provider, to take the lead in difficult circumstances, to...

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