Male teen fragrance 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, PR and digital campaign that encouraged Aussie men to take an understated approach in a world that often says they need to be over-the-top to stand out.
The campaign theme was created in line with the new product range, which is a more subtle fragrance for LYNX and will be released for the first time as a complete grooming suite that includes not just the top-selling daily-fragrance, but also hair styling, shower gel and anti-perspirant.
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.
BBH team manager Fiona Barnett said that from a production point of view, it was one of the biggest shoots that LYNX had ever undertaken.
“There were around 400 cast members across two countries, horses, fire breathers, and cars on their sides. All in all, a massive endeavour – effectively creating an overstated world in order to show the benefit of understatement,” Barnett said.
Unilever marketing director Jon McCarthy said it was an exciting time for LYNX in Australia, as 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 modern 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. The campaign materials not only deliver this in a clever way, but with a strong stamp of LYNX’s personality,” McCarthy said.
“We’re thrilled with the creative and can’t wait to showcase them across all of our upcoming activations this year.”
The launch of LYNX Black globally is also supported by the creation of the brand’s first music video. The video’s soundtrack, by recording artist Novo Amor, is a beautifully stripped back version of iconic Guns n’ Roses soundtrack, ‘Welcome to the Jungle’. 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.
OOH transit company Adflow has announced the success of the first phase of its regional expansion program. Adflow’s regional footprint has increased by 60 per cent to now include 65 regional locations. With 9.1 million people living regionally in Australia (growth of 1.1 per cent experienced in the 19/20 Financial year) and most regional centres […]
Freshworks, a leading software company, has started trading on the Nasdaq Global Select Market, marking an important milestone for the company. The company priced its IPO at US$36 per share (AU$49.76), raising about US$1 billion (AU$1.4B), resulting in a total market capitalisation of AU$13.7 billion (US$10B). Freshworks, which was founded in India, has strong roots […]
Black Friday Cyber Monday (BFCM) is the biggest player in the holiday shopping game and Google’s most recent research suggests consumer interest for the peak sales season starts much earlier than retailers may realise. The pandemic has fundamentally changed buyer behaviour over peak sales season, with Google suggesting that global consumer interest in Black Friday […]
Awindependent PR Agency Agent99 has added The Distilled Spirits Council of the US (DISCUS) to its client roster, alongside thought leader and commercial property specialist, Helen Tarrant. DISCUS is a national trade association representing U.S. producers, marketers, and exporters of distilled spirits. The account was won following a competitive pitch earlier this year. DISCUS has […]
Melbourne-based independent creative agency, By All Means, has today released limited edition ‘Locktown’ t-shirts to create a positive, artistic commemoration of their city, while shining a spotlight on the significant impact of lockdown on the mental health of Victorians. After 235 days under strict stay-at-home orders, Melbourne today claims the unenviable crown from Buenos Aires […]
Global marketing agency, Komodo, has announced it will be launching a dedicated TikTok arm to the business in Australia, following a series of key industry hires and new creators signed to their roster. The agency, who partners brands with social influencers across the globe, aims to bring a new dimension to influencer marketing by assisting brands […]
According to Fifth Dimension CEO Lyndall Spooner, whether you like roller coasters or not, we have all been riding ‘Dashed Hopes’ the COVID-19 emotional roller coaster for over 18 months and many of us have turned to online retail therapy to cope. Spooner uses the analogy of an emotional roller coaster to depict consumers’ […]
Underscoring its ongoing commitment to team care and wellbeing, during and beyond the pandemic, Havas Village Australia has introduced be together – a reconnection initiative to enable staff to reconnect with loved ones for longer when domestic and international borders reopen. The initiative, which reflects the Havas core value ‘Better Together’, gives staff from Host/Havas, […]
Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]
Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO). As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]