Lynx set for £7.2m campaign to target female audience with Lynx Attract
Unilever grooming brand Lynx is to roll out a £7.2m marketing campaign to promote the launch of Lynx Attract, targeting the female fragrance sector. The campaign will roll out across TV, digital, cinema, out-of-home and public relations, with a teaser video ‘Cops and Robbers’ by BBH London, having been designed to highlight the impact of the Lynx Effect, including the strap-line ‘Nothing will ever be the same again’. The advert by BBH entitled ‘For Him and For Her’ will break on 1 February. Kieran Danaher, brand manager at Unilever UK, said: “This is a historic moment for Lynx as a brand. For the first time in our 27 year history we are launching a male and female fragrance at the same time. Lynx Attract will unleash the full power of the ‘Lynx Effect’ for both sexes and make the mating game doubly exciting.” The teaser video has been created by BBH London, while social media activity will be undertaken by TMW, media buying by Mindshare and PR by Mischief.