Lynx

The challenge for Lynx was to retain the spirit of the brand that has made it so successful, but to find fresh and interesting ways of expressing that spirit.
  

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...

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