Lynx: Hot since '95

Lynx, the body spray brand, reconnected with its target audience and created a long-term brand building opportunity in the UK.

Campaign details

Brand: LynxBrand owner: UnileverEntrant company: Oliver, LondonMarket: United KingdomSector: Deodorants, anti-perspirantsMedia channels: Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Social media, Television, Virtual & augmented realityBudget: 5 - 10 million

Executive summary

In early 2020 Lynx had a challenge. Views on dating and masculinity have undergone a radical shift since the brand's heyday in the early 2010s and Lynx hadn't quite found the sweet spot that resonated with both their core audience of Gen Z guys and their buying audience of Gen Z's parents and...

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