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As part of the refresh and alongside the new ATL campaign, Lynx is launching all-new products, new technology and a revitalised look and feel for existing product. The newly refreshed Lynx range is available from 13th May nationwide in all leading UK supermarkets, convenience channels and drug stores. Brands need to attract consumers and market products successfully by using POS displays that grab the attention of shoppers and differentiate from the competition, as well as being functional and easy to assemble.
Please note that the main focus of this brief is to develop an innovative and creative structural concept. Submit no more than four presentation boards in support of your entry. Use market research imagery and sketches to demonstrate the thinking process behind your design.
New campaign designed to recruit Gen-Z, brings to life the transformative effects of Lynx Africa, and proves it will keep users feeling ‘fresh as fresh’ with the GOAT of fragrance 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 relevancy among younger consumers and so Gen-Z will continue to be a real focus for us.” For over 30 years, Lynx has been there to give guys the confidence to look, smell and feel their best. From the moment they wake up and get ready, to the end of a night out, Lynx gives guys the tools to express what makes them authentic, and ultimately attractive to the world around them. Grocery retail is a very busy environment with brands competing to attract shopper’s attention as they enter and navigate around the store. Research shows that shoppers make the majority of their purchasing decisions in store, which makes POS displays a key element of the marketing mix.
Josh Plimmer, Senior Brand Manager, Lynx, says: “As the nation’s number one male fragrance, we’ve elevated Lynx Africa to G.O.A.T. 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 relevancy amongst younger consumers and so Gen-Z will continue to be a real focus for us.” https://www.thedrum.com/news/2023/05/09/lynx-africa-smells-gen-z-opportunity-with-13m-goat-campaign The ATL marketing campaign has been created to target the next generation of Lynx lovers, reminding them that “Lynx Africa is the greatest fragrance of all time”.
Protect from sunlight. Do not expose to temperatures exceeding 50°C. Keep out of reach of children. You may want to consider add on pieces to the display such as arch ways, standees and consider how to use the space to create a standout piece of instore theatre Lynx will be going fully digital with the campaign and will be showing up in the top channels where Gen-Z are engaging with their passions, specifically targeting gamers, streamers and YouTubers.
Lynx will also be leveraging OOH across key moments, such as the awaited half-term break. For the first time ever, the brand is going fully digital to be more dynamic and more engaging. The refresh of Lynx Africa follows Unilever’s long-term strategy to drive value and further invigorate the deodorants category through encouraging trade up.
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Alcohol Denat., Butane, Isobutane, Propane, Parfum, Zinc Neodecanoate, Isopropyl Myristate, Citronellol, Coumarin, Geraniol, Hexyl Cinnamal, Linalool
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