Can a simple smell help you conquer a possible couple? The deodorant brand Lynx -Distributed in Spain under the name Ax- wants to extend the power of attraction of its products beyond humans, and has created a new Body fragrance that, he says, has the capacity to also attract cats, an indispensable company in the lives of many individuals.
Unilever’s brand seeks differentiation from humor and product innovation
“Lynx with Catnip”It is a special and limited edition of the brand’s deodorant, designed next to the creative agency Lola Mullenlowe. A product innovation that, as the agency explains in a statement, is supported by the Insight that 60% of cat owners would not have a relationship with someone who does not thank their pet.
As transferred, the new fragrance includes Nepelactonea compound extracted from the Catnip -popularly known as “Gatera grass” -, a plant from the family of the mint that mimics the pheromones of these animals. The idea moves in a spot conceived to communicate the new product, and in which the characteristic humor of the brand shapes an extravagant romantic event where the fragrance comes into action. Has had production of Canada.
“Trust is key, but let’s be sincere: if her cat does not accept you, you are in trouble”, Said Caroline Gregory, global brand director, Axe & Lynx, in the agency statement.”With ‘Lynx with Catnip,’ we give the boys an advantage. This idea has our brand purpose and our platform ‘The power of a fragrance’ at a completely new level.
As part of the campaign, the brand has also released another spot in which it details the process that has followed for the product manufacturing. Lynx moved that he traveled to Paris to work with the perfume expert Jacob Varela. “We had to make it attractive to people without mask the properties of Catnip”, Varela says in the video.“After a year of attempts and failures, we managed to mix geranium to enhance the freshness of the catnip without eclipssing it, nutmeg to provide a warm and spicy contrast, and cedar to soften its more sharp notes”
The campaign will be activated in printed formats such as outdoor advertising, audio, social networks and guerrilla marketing executions. At the moment, the product is only available as Limited edition in the United Kingdom, although the price or marketing details have not been revealed. On a website enabled for the initiative, the brand invites users to sign up for a waiting list to receive the product.
The brand has plans to expand the product to other markets.
