Lynx has spent £13 million on proving Lynx Africa’s G.O.A.T. status with its latest campaign designed to appeal to a Gen-Z audience.
The ATL marketing campaign has been created to target the next generation of Lynx lovers, reminding them that “Lynx Africa is the greatest fragrance of all time”.
Part of a huge £13 million marketing investment, the ‘fresh as fresh’ campaign kicks off with a brand-new TVC from 8 May, streaming across TV, BVOD, Cinema (targeting Gen-Z relevant blockbusters), YouTube, Twitch and Spotify. Lynx will also be leveraging OOH across key moments, such as the half-term break.
Opening with an animated goat holding a Lynx Africa body spray – featuring its new limited-edition packaging – a young man bounces from his apartment after spraying the iconic fragrance, before driving round town (goat in tow) and finally dropping into a rooftop party.
The ad was created by Lola MullenLowe and The Martin Agency.
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“As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. status,” said senior brand manager Josh Plimmeer.
“We’re continuing to evolve the brand in line with Gen Z’s values, interests, and aspirations to recruit the next generation of shoppers by getting closer than ever to their world. It is crucial for Lynx that we continue to maintain relevancy among younger consumers and so Gen-Z will continue to be a real focus for us.”
Lynx will be going fully digital with the campaign and will be showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers and YouTubers.
It is also investing in Twitch to engage young gamers and creating a selection of social first assets that will resonate and entertain with the younger audience across Meta (Facebook and Instagram) and Tik Tok. Tapping into the increasing popularity of anime, each social short will target different audiences across gaming, music and sports.
The brand refresh is part of Unilever’s £40million investment into the deodorants category, part of the company’s long-term strategy to drive value and encourage trade up.
10 Comments. Leave new
Who’s the actor who plays the main guy in this? He’s gorgeous 😍
Lynx Africa Goat whose ideas was that change to goat you want all men smell like goat ive been using africa since it came out and it is the only one i would buy now will have to change to something else i dont want to smell like a goat
A waste of 13 million. I asked my sons and that have no idea what the goat represents
Ridiculous ad
This ad with Goat is a load of old goat R U B B I S H
You do realise that goats absolutely stink most obnoxious smelly creatures, and you want us to smell like goats
Absolute stupid advert i could have made a way better advert an id have only charged 1m 😎
G Greatest O Of A All T Time. Really obvious. greatest of all time smell.
Last two cans I bought smell of nothing just gas and liquid
Why couldn’t you leave the original one and do a 2.0 or some crap. I absolutely cant stand the smell of it now. You sure did get G O A T, in a worldwide f#*k up’s. Bring back the original and maybe your ideas should be proof tested before wasting that disgusting amount of money.
Lynx goat is crap don’t buy.nothing remotely like original.do you think people are stupid
Ly