Campaign details
Agency: OLIVER / U-StudioClient: UnileverCampaign Name: LynXmas, Smell Ready for Christmas
A failure to recruit new users to the male deodorants category plus a growing competitive set had eroded Lynx's value and volume share, along with its brand power.
The task was to increase consideration and purchase of Lynx Africa among Gen Z men by celebrating the iconic fragrance's 25th anniversary.
Strategy
The power of fragrance to trigger memories is widely accepted and believed to have a stronger connection to memory than sight.
But people wear fragrances for a variety of reasons.
The...