Unilever owned deodorant brand Lynx has shown that it’s still fighting fit after enticing World Heavyweight champion Anthony Joshua to step out of the ring in order to launch a new limited-edition range.
Dovetailing with a fan participation campaign led by TMW Unlimited the fortnight long campaign will encourage people to track down cans of the limited-edition deodorant which have been secreted around the country to win tickets for Joshua’s next fight.
To help fans on their way TMW has teamed up with LandMrk to build a dedicated microsite complete with geo-locked content which points the way to five hand-signed canisters – each of which will grant the holder a ringside seat in addition to keeping sweat at bay.
Dilraj Athwal, Lynx brand manager at Unilever UK, said: “Anthony Joshua has long been a fan of Lynx so we thought it would be a brilliant idea to give his fans the opportunity to see him in action with this innovative campaign.”
To help drum up interest Joshua will be plugging the promotion directly on his own social channels.
Lynx received a boost after researchers lent some scientific credence to its 'Lynx Effect' credo last year.