Lynx has to understand how to talk to Gen Z. That’s the key to its survival and how you talk to young men has changed over time. Happily, Mullen Lowe UK gets it. The agency’s new Lynx Valentine’s Day campaign is a fun, some would say silly, idea called #GetPearedUp that’s running as a song on TikTok. It also understands that young men crave in intimacy and are hungry to learn how to achieve it, and that for Gen Z to receive that learning its best to use an “older” guy and humour.
The campaign borrows from the social media trend where pear emojis were being used as a symbol of looking for love, and the signature scent of Lynx Black – a frozen pear. It puts together smelling good with Lynx and finding someone to connect to.
#GetPearedUp launched with an activation this Valentine’s Day at a fruit stall in Berwick Street Market, London, with Rapper Formz (@_formz on Instagram and @formzoffical on TikTok) performing the campaign’s Get Peared Up track.
They simultaneously offered free cans of Lynx Black along with fresh pears to passers-by.
Those who attended were invited to combine the cans and fruit in creative ways and use the campaign hashtag to create user generated content (UGC) that was posted across TikTok, as well as being live streamed on Instagram. All content creators were given the chance to win one of 15 pairs of VIP festival tickets for this summer. In the second wave of the social campaign chosen influencers will create their own content with the limited-edition cans, pears and the hashtag.
Nicky Bullard, chief creative officer, MullenLowe, stated, “This has been such a great project to work on. Not only does this playful activation tap into what’s hot in dating culture right now, but it is directly linked to the product. And the track is a definite earworm.”
“As the No.1 men’s fragrance brand in the world, we’re experts in scent and know the importance it plays in attraction,” added Caroline Gregory, global brand director, Lynx. “The fragrance world can often be stuffy. We believe smelling good makes you feel good and this Valentine’s Day stunt is a great way to have some fun and make lasting impression with Lynx’s range of irresistible scents.”
