Earl this year Lynxthe unilever group’s deodorant brand -which in Spain is distributed under the name AX -launched a new deodorants for male intimate areas, the Lower Body Spray, with which it responded to the needs of young consumers. As part of your Marketing strategy It has carried out a provocative action that takes as insight a habit among men: scratch and smell.
This is explained by the creative agency Lola Mullenlowe, Responsible for the initiative, in a statement. And it is that the brand wanted to turn the outdoor advertising combining it with Sampleresulting “Scratch & Sniff” advertising fencesthat is, supports that scratch give off smell.
The fences have been activated in London and the graphs are supported by the codes of the underwear for men. Thus, they show black and white photos, marked abdominals and tight underpants. However, they are made with Aromatic ink and thanks to microencapsulation technology when rubbing the image, the
real fragrance. This converts posters into Product demonstration.
With this Lynx portrays what the agency defines as “The most basic instinct of men“That becomes this action in the most appropriate way to test the new fragrance. The brand elevates experience, moving away from the traditional paper strips or the usual stands.
“This fence is not just a striking action. It is a real demonstration of the purpose of the product and a celebration of confidence without filters”, Explained Caroline Gregory, Global Brand Director of Lynx, in the agency statement.
From Lola Mullenlowe they point out that it is an action provocative, shameless and 100% aligned with the spirit of Lynx. “Our audience has evolved. He wants to smell well everywhere, and values humor, daring and honesty”Said Tomás Ostiglia, Executive Creative Director of Lola Mullenlowe.
The intention has been to develop a differential communication strategy, Since it is not only a new product within the Lynx portfolio, but a new subcategory within male care. Thus, it has been sought to establish a parallel between the daring character of fragrance and its communication.
The external advertising action follows Spots also created by Lola Mullenlowe to present the new product. With CZAR production, Lynx showed again the power of attraction of its fragrances with a series of comic situations.
The one made now is not the first time that Lola Mullenlowe Innova in outdoor advertising For Lynx. Last March, when the brand launched “Lynx with Catnip”, a deodorant capacity to attract cats, also installed an advertising fence with the built -in fragrance.
