Unilever-owner male toiletries brand Lynx has launched ‘The Fine Fragrance’ campaign, backed by a 15m investment and led by a new TV advert, ‘Fine Fragrance Mall’ featuring rap artist Lil Baby.
Set to the tune of Lil Baby’s hit ‘Drip Too Hard’, the TV spot weaves together anime, gaming, music, and modern art influences to bring to life a world of new luxury, with the aim of cementing the Fine Fragrance Collection as the go-to scent for Gen-Z consumers.
Airing across major broadcast networks, streaming services and primetime sporting and entertainment programs throughout the year, the activity supports the recent launch of the Lynx Fine Fragrance Collection.
Lynx is also partnering with a selection of Gen-Z influencers who will feature across social and digital campaigns on YouTube, TikTok, Instagram and Snapchat to further raise awareness for the Lynx Fine Fragrance Collection throughout the year.
Unveiled in January and formulated by world-renowned perfumers, Lynx Fine Fragrance aims to offer an affordable, high-end range of scents that appeal to Gen Z males.
The ATL campaign follows on from Lynx’s recent scented billboard along London’s Southbank, which reinforced the quality of the new collection and encouraged its consumers to ‘smell finer than the finest fragrances’.
Josh Plimmer, Lynx Marketing Manager, said: “We know that 74% of UK guys say they do not feel there is an affordable solution to their fine fragrance needs. And now we can offer a collection infused with an eclectic mix of scent profiles, which we know is ‘smell tested’ and loved by young males.
“With the launch of the Lynx Fine Fragrance Collection disrupting the male toiletries category by challenging those traditional luxury symbols of the fragrance world, it’s only right that our new advert is similarly inventive. The creative itself is dripping with surreal Lynx energy – bringing the boost in confidence that Lynx gives millions of guys to life with this vibrant, dreamlike animation that pops off the screen. The advert smashes through the stuffiness of traditional perfumery brands, and partnering with rap icon Lil Baby helps us match the energy and sense of adventure that Lynx fans crave.”
