Lynx is continuing to woo men who don’t fit either the teenage groupies it used to win with the promise of getting the girl or the male hunk whom, it could be argued, doesn’t really need Axe/Lynx’s help to score.
The repositioning of Axe/Lynx to appeal to older, average and more sensitive blokes began officially in January this year. That included a brand campaign, Find Your Magic.
Unilever has now extended its new point of view – in which individuality and grooming drive attraction, to its Axe/Lynx hair range. The campaign, Not just a pretty hairstyle by Ponce Argentina, also introduces new six new products to its hair styling collections.
The campaign, that launched in Australia on Sunday April 17, aims to break down the barriers men still have against styling their hair. Men tend to feel awkward about looking as though they’ve tried too hard to look good.
The campaign plays into this – with Axe/Lynx’s trademark wit – by promising men that Lynx styling products make it so easy to look great, they will have time to focus on their other skills – cooking, stopping a restaurant table from wobbling, doing the laundry…
Lynx senior marketing director, Jon McCarthy. “Lynx has always been about helping men look, smell and feel more attractive in themselves. Our new styling collections are designed to make looking good, easy. When you look good, you feel good, and the world around you feels it too.”
Credits:
Client: Unilever (global)
Rik Strubel: Global brand VP
Victor Hugo, Jr: Global brand director
Kuba Dabrowski: Senior global brand manager
Client: Unilever (local)
Jon McCarthy: Senior marketing director
Michael Coden: senior brand manager
Ryan Sutton: Assistant brand manager
Agency: Ponce
Chief creative officer: Hernán Ponce
Executive creative director: Luigi Ghidotti
Art director: Ignacio Perez de Muro
Copywriter: Eric Chaulet
Strategy director: Luz Pasman,
Planner: Mercedes Roldan
Account director: Pilar Lopardo,
Account executive: Catalina Aguirre
Agency producer: Roberto Carsillo
Production Company: Primo – Iconoclast
Director: Megaforce
Executive producers: Gaby Carcova & Nathalie Le Caer
DoP: Sebastian Wintero
Post production: Night-Shift
Photographer: Santiago Perez
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