Lynx is back with a brand-new ATL campaign to recruit the next generation of Lynx lovers. Part of a huge £13 million marketing investment, the highly targeted activation aims to remind guys that Lynx Africa is the Greatest (fragrance) Of All Time (GOAT).
The campaign kicks off with a brand-new TVC and will stream across TV, BVOD, Cinema (targeting Gen-Z relevant blockbusters), YouTube, Twitch and Spotify.
Having sold over 400ml units and being sprayed over 21.5m times every single week, Lynx Africa has truly cemented its well-earned GOAT status and Lynx is celebrating this through redressing the entire Africa range. The campaign follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant. Communicated boldly on-pack to symbolise the brand’s long-standing position as the favourite fragrance amongst men.
For added mojo, Lynx is showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers, and online-goers.
Lynx will also be leveraging OOH across key moments, such as the awaited half-term break. For the first time ever, the brand is going fully digital to be more dynamic and more engaging.
This ATL investment follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant.
The refresh of Lynx Africa also follows Unilever’s long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up. The Lynx campaign forms part of Unilever’s wider £40million investment into the deodorants category.
