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Lynx launches new £13M campaign for Lynx Africa

Lynx launches new £13M campaign for Lynx Africa
Andy Marino
By Andy MarinoMay 11, 2023
Andy Marino
Andy was born in London just in time to see England win the World Cup, and much later began his career in academia, gaining a PhD in American Literature and lecturing at several universities, including Maryland and Gothenburg in Sweden, and pursuing a sideline in sheep-farming before moving back to London and becoming a literary agent and TV documentary-maker (working for various broadcasters and making series such as the BBC’s Monsoon Railway, set in Bengal). He has written several biographies, including the Second World War story American Pimpernel, and became the official biographer of India’s Prime Minister (then Chief Minister of Gujarat) publishing Narendra Modi, a Political Biography (Harper Collins). Andy joined Asian Media Group in 2018, his first “proper” job, and has been there ever since, believing that, while trade journalism might not save the world, it might just save journalism.
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Lynx is back with a brand-new ATL campaign to recruit the next generation of Lynx lovers. Part of a huge £13 million marketing investment, the highly targeted activation aims to remind guys that Lynx Africa is the Greatest (fragrance) Of All Time (GOAT).

The campaign kicks off with a brand-new TVC and will stream across TV, BVOD, Cinema (targeting Gen-Z relevant blockbusters), YouTube, Twitch and Spotify.

Having sold over 400ml units and being sprayed over 21.5m times every single week, Lynx Africa has truly cemented its well-earned GOAT status and Lynx is celebrating this through redressing the entire Africa range. The campaign follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant. Communicated boldly on-pack to symbolise the brand’s long-standing position as the favourite fragrance amongst men.

For added mojo, Lynx is showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers, and online-goers.

Lynx will also be leveraging OOH across key moments, such as the awaited half-term break. For the first time ever, the brand is going fully digital to be more dynamic and more engaging.

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“As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. status," said Josh Plimmer, Senior Brand Manager, Lynx. "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.”

This ATL investment follows Lynx’s newly unveiled limited-edition packaging for its iconic Lynx Africa variant.

The refresh of Lynx Africa also follows Unilever’s long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up. The Lynx campaign forms part of Unilever’s wider £40million investment into the deodorants category.

josh plimmerlynx

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