Lynx has launched a campaign to mark the release of Lynx Black – a refined suite of products that represents a new brand approach.
The campaign will include a global TVC followed by OOH and a PR and digital campaign, encouraging guys to take an understated approach.
The campaign theme was created in line with the new range, which offers a more subtle fragrance for Lynx. Lynx Black is a complete male grooming suite that encompasses both fragrance and hair products, and consists of daily fragrance body spray, antiperspirant, roll on, and shower gel, in addition to Lynx Black Casual Styling Clay and Featherweight Styling Gel Foam for hair.
The creative, from BBH London, consists of a 30-second spot that will run across free-to-air and pay TV and an extended 60-second TVC supported across YouTube.
Unilever Marketing Director Jon McCarthy said the launch of the new range is the biggest move to date in the brand’s redirection.
“Lynx consistently delivers products and campaigns that speaks to the men of today and Lynx Black was developed as a direct response to the growing trend in a more refined approach to style and grooming,” he said.
“The campaign materials not only deliver this in a clever way, but with a strong stamp of Lynx’s personality.”
The launch of Lynx Black globally is supported by the creation of the brand’s first music video. The soundtrack of which is a stripped back version of Guns N’ Roses’ Welcome to the Jungle by Novo Amor. The track also features in the Lynx Black TVC.
Along with the TVC and music video, the Lynx Black campaign will be supported by a strong digital, social media and PR campaign in April and May, with further announcements to come.