The AJ Lynx Drop

Lynx, a deodorant brand, engaged a tricky audience segment in the UK both digitally and physically in their thousands to track down the new Lynx cans.

Campaign details

Agency: TMW Unlimited

Lynx had a problem - they'd lost their cool. So, following a recent partnership with Anthony Joshua (AJ) and a first limited-edition product for six years, the challenge was to drive awareness amongst the target market of 13-25 year-old men.

Strategy

Market saturation and difficulty in even reaching the male 13 to 25-year-old audience made this a challenging brief.

With differences between older and younger customers' buying habits the strategic approach needed to guarantee cut-through with both segments.

Young men are attached to their phones, scrolling through their social feeds, watching sports, and gaming....

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