Unilever’s Lynx brand has launched a new £13m ATL campaign to recruit Gen-Z shoppers and remind them that Lynx Africa is the “greatest fragrance of all time”.
The campaign has kicked off with a new ad across TV, BVOD, Cinema, YouTube, Twitch and Spotify.
Having sold over 400m units and being sprayed over 21.5m times every single week, the company stated that Lynx Africa had cemented its well-earned G.O.A.T status. The campaign follows Lynx’s newly unveiled limited-edition packaging for its Lynx Africa variant. Communicated on-pack to symbolise the brand’s long-standing position as the favourite fragrance amongst men.
Lynx is showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers, and online-goers. As a new venture for Lynx, the brand is multiplying its investment in Twitch to engage young gamers. The brand is also creating social-first assets that are shorter, sharper, and 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 video will focus on a specific passion point to target different audiences (gaming, music, sports).
Lynx will also be leveraging OOH across key moments, such as the half-term break. For the first time ever, the brand is going fully digital to be more dynamic and more engaging.
Josh Plimmer, Senior Brand Manager, Lynx, said: “As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. status. 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 amongst younger consumers and so Gen-Z will continue to be a real focus for us.”
