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.
