BRIEF

A failure to recruit new users to the male deodorants category – plus a growing competitive set – had seen Lynx’s value & volume share, and brand power, eroded. 

Our task was to increase consideration and purchase of Lynx Africa among 16-25-year-old (Gen Z) guys by celebrating the iconic fragrance’s 25th anniversary. 

STRATEGY

Young guys in 2019 were obsessed with '90s trends... one of few things they had in common with their parents.  

Our campaign strategy had to unite user and shopper and show both audiences that Lynx Africa isn’t just a fragrance, it’s a time machine. 

CREATIVE SOLUTION

An always-on social campaign that launched Lynx’s “admin” persona, extended the ubiquitous social conversations about Lynx Africa Gift Sets, and helped Lynx place the brand’s primary fragrance benefit in Gen Z culture. 

More so than any other year, in 2020, it just wouldn’t be Christmas without Lynx Africa. 

RESULTS

Increased value share to 13.1% (+240bps) 
Increased unit share to 10.2% (+200bps) 
Increased penetration to 11.6% (+100bps), even as the male deodorants category declined