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By John Glenday, Reporter

May 9, 2023 | 2 min read

The deodorant brand has declared itself the greatest of all time (Goat).

Lynx is on a mission to win over flocks of Gen Z men who are new to its Africa fragrance with a £13m marketing push.

Charging through TV, broadcast video-on-demand and cinema, as well as YouTube and Spotify, the ad takes a literal approach to claiming its Goat status, with an animated goat taking center stage, clutching a can of Lynx Africa in a cloven hoof.

Josh Plimmer, senior brand manager at Lynx, said: “As the nation’s number one male fragrance, we’ve elevated Lynx Africa to Goat status. 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 relevance among younger consumers and so Gen-Z will continue to be a real focus for us.”

Limited edition packaging will communicate the brand’s self-confidence from the shelves, with particular emphasis on reaching the noses of gamers through a partnership with Twitch. A targeted approach will also see the brand tap into the appeal of anime through custom social-first assets.

Parent brand Unilever is working on a long-term strategy to transition the established brand from one generation to the next following the runaway success of ’The Lynx Effect’.

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