Cannes Lions

DEODORANT

MISCHIEF PR, London / LYNX / 2012

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Overview

Description

In January 2012 Lynx, a brand famous for helping men in the mating game, decided they wanted to announce a brave direction. For the first time in its 26-year history, Lynx wanted to unveil a product not just ‘for him’ but also ‘for her’. Lynx Attract was born.Our objective was to get women and men to purchase a product from a brand synonymous with men. Our challenge was to talk to women while not alienating the core audience. Lynx still needed to belong to men.The key to the campaign was to facilitate real intrigue and provide media channels and consumers with assets that explained the product benefits in an interesting way.

To support this historic brand moment we created a ‘black market’, seeding the idea that a ‘for her’ variant might exist. Greater intrigue and excitement was built through key blogger relation-tactics to show the potential effects of the ‘Lynx Effect’ for both sexes. We then launched, via retailer executions, the product and the idea of ‘attraction chaos’, further illustrated by huge public displays of affection and the sponsorship of the panda mating season at Edinburgh Zoo.So far the campaign has resulted in over 30 pieces of National print coverage, over 300 online pieces, more than 600,000 views of attraction chaos content and 157,393 new facebook fans.

In the period when PR led the communications Attract ‘For Her’ was selling 3 units every minute in Superdrug. Attract is now the fastest selling variant in the brands history.

Execution

We created a ‘black market’ to seed the idea that a ‘for her’ variant might exist. Sparking intrigue we created video content of a ‘dodgy dealer’ selling Attract on the street and orchestrated an eBay auction.

When media received locked briefcases, speculation grew. On the day of launch we revealed the case code and the first cans of Attract.We executed retail launches that illustrated the repercussion of both sexes getting the ‘Lynx Effect’. ‘Attraction chaos’ began at Asda with ‘Girl Town’ where we secured the model, Abbey Clancy, to be the first in the queue for the fragrance. At Superdrug we held a ‘red carpet’ event where a spray of Attract ‘For Him’ and ‘For Her’ sparked a huge public display of affection.

Finally we secured sponsorship of the panda mating season at Edinburgh Zoo. ‘Attraction chaos’ is so effective it can even encourage love-shy pandas to get together.

Outcome

To date the campaign has resulted in more than 30 pieces of National print coverage, over 300 online stories, 600,000 views of the attraction chaos content and 157,393 new facebook fans.

In the period of PR alone, Attract ‘For Her’ was selling 3 units every minute in Superdrug. Lynx Attract ‘For Him’ and ‘For Her’ is now the fastest selling variant in the brands history. To date 2.3m cans of Attract have been sold in the UK helping the brand grow by 32% year on year.

Following the ‘shock’ product announcement, women’s media are now covering Lynx for the first time since the brands launch.

The message that Lynx Attract ‘For Him’ and ‘For Her’ doubles your chances in the mating game has been embraced.

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