Lynx — Get In There: How the Lynx Effect Evolved To Stay Fit

Teenage guys account for a big proportion of Lynx's sales, and the company has typically appealed to this audience through the promise of helping them in the mating game.

Lynx — Get In There: How the Lynx Effect Evolved To Stay Fit

Bartle Bogle Hegarty


Lynx is dependent on teenage guys. They account for a big proportion of the brand's sales.

In the past, Lynx appealed to them with a magical promise of Mating Game success.

The rise of social networks and near total teenage penetration of mobile phones changed the rules of the Game, making it hyper-connected, always on and played across real and virtual contexts.

As digital media changed consumer behaviour, the obvious solution was to develop a digital strategy for the brand.


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