Bye-bye schoolboy humour. Hello, what men want. BBH answers The Stable’s questions about Lynx/Axe’s coming of age.

The Stable: What made Lynx grow up?

Bogle Bartle Hegarty: The Lynx Effect has been our brand idea for 30 years, but it has been expressed in many different ways, from the more overtly humorous advertising of the nineties (Pulse, Click) to the more subtle and refined (Waking Up).

The truth is that the world has changed and Lynx needs to change with it. The dating game looks very different now than it did in the nineties. Guys and girls become friends earlier, digital technology lowers the bar for them to talk to each other and sex is talked about more openly.

To remain relevant for guys in their twenties, Lynx needs to communicate a more mature point of view on attraction and what it means to be a man.

The ambition of course is to remain a brand, which guys use to make themselves feel more attractive. But the way into men’s bathroom cabinets is no longer purely about the promise that they will get laid.

TS: What was the thinking behind intermediary campaigns like Peace and Don’t Rely on Fate?

BBH: In both Peace and Don’t Rely on Fate, there was a conscious attempt being made to tell a more subtle and mature attraction story. There was a point in time where Lynx advertising was all about sex and seduction, but we felt that guys would appreciate Lynx taking a stand for love. But fundamentally it is a different execution of the same promise Lynx has always had. To help guys feel more confident.

TS: Where did Own Monday and Seize Wednesday come from?

BBH: Monday and Wednesday came from a very specific brief in South America. Guys were using a cheaper alternative during the week and using a more expensive Eau de Toilette at the weekend. Our challenge was to show that Lynx has quality fragrances, which can be used as a fine fragrance for Everyday.

The work brings to life the insight that while most guys save their best for the weekend, they have an opportunity to bring their best on the days when no-one else is trying. Treat Monday like it is Friday and make the most of it, by feeling and looking your best.

Executionally, it is clearly a departure from old Lynx, but we love the more modern visual style and the level of energy.

TS: Sporty Girl, Flirty Girl etc – do you have effectiveness results for this series?

BBH: That campaign worked well for the brand and to drive awareness of shower gels. As you say, it was a smart answer to the challenge of selling a new product (shower rather than deodorant) to an older audience. Relationships are an area, which we think could be really interesting for Lynx in the future. 

TS: Getting men to use grooming products is hard work. Why is Axe/Lynx diversifying…especially into hair products?

BBH: There certainly remain some cultural challenges around getting guys to use more grooming products, however it is not as hard as you might think. The meaning of what it means to be a man has changed massively in the last 15 years. Whereas once it was seen as “Metrosexual” to look after your appearance, it is now mainstream. Guys will happily style their hair, use facewash and trim their beards. Part of that shift is due to the icons of masculinity changing. Footballers, movie stars and sportsmen now all take a greater interest in grooming and fashion.

For Lynx, it makes a lot of sense. The market is growing rapidly so it is a big opportunity, but equally body spray was only ever a single piece in a much large jigsaw. Looking and feeling attractive means being clean, smelling good, being styled and having confidence in your skin. If Lynx wants to help guys feel more confident and attractive, they need to offer a range of tools for them to achieve that.

TS: Axe/Lynx is not travelling down Unilever’s self esteem road? 

BBH: Dove has obviously been very successful on the back of its Real Beauty campaign, which draws attention to female self esteem issues. One could view it cynically, but equally it is refreshing to see a brand telling women they don’t need expensive new makeups and anti-ageing serums to feel attractive.

Lynx is not overtly going after the same territory but that is not to say that men do not need a self esteem boost. Men certainly need a confidence boost from time to time. There is an increased amount of pressure for them to look good and even if older guys are more confident than their teenage counterparts, they still want to feel like they are at their best. But the words “self-Esteem” feel wrong when talking about guys. We would describe it in terms of attractiveness, confidence, and “feeling like your best self”, rather than self-esteem.

TS: Mantorials is a new way to reach men…Where did it come from and how did it develop? 

BBH: The Mantorials have been one of our most hard working campaigns to date, and you can see why. At a basic level it is just a simple product demo. But the reason it has been so successful (aside from the fact it is well written and directed), is that it fills a need.

Men are interested in styling and grooming, but are often embarrassed to ask for help from mates. Instead they turn to Google; search terms for men’s hair styling tips are massive. This felt like an opportunity for Lynx, particularly because the majority of the content guys were finding was low quality.  

TS: When the world zigs, zag. Is this still your mantra? How hard is it to zag these days…

BBH: This remains a BBH mantra and the proliferation of black sheep around the building means you would struggle to forget it.

I am not sure if it is becoming easier or harder. Doing something different has always been hard. That is why so few brands or agencies do it and why BBH is committed to continuing to push for meaningful difference.

Because though it remains hard, it is more important than ever. In tough economic climates agencies and brands lose their confidence. You hunker down and potentially cut your brand investment. However, this is exactly the time you should be investing in your brand so it withstands the financial fluctuations and maintains a hold on peoples’ hearts.

Lynx has always been a perfect example of the power of a zag. When the category was advertising based on efficacy (sweat protection and odour control), Lynx struck out with a human insight about the role of the product in peoples’ lives. It is now time for it to do so again, by taking a stand for a more modern definition of what it means to be a man.