Article on Lynx re-brand

New look Lynx reveals all
James Livesley

Unilever’s Lynx brand is launching its biggest re-branding exercise since it entered the Australia in market in 1995.




The campaign is the first big activity around the brand since the launch of the highly awarded “Lynx Jet” campaign last year which saw agency Lowe Hunt win a slew of Gold Lions at Cannes and a Grand Prix and Gold in Media for Universal McCann’s work. The new-look Lynx can and upgraded formula was launched in Sydney this week with a major event, when hundreds of man-hungry female subjects escaped from the “Lynx Lab” and headed for Bondi Beach to pounce upon unsuspecting Lynx wearers and SBS’ Nerds FC soccer team.

The gang of “Bom Chicka Chicks”, named after the tune sung in the latest ad campaign which mimics a 1970s guitar riff, was led by Krystal of Big Brother fame.

Similar experiential marketing exercises will be held in locations such as shopping centres in the other state capitals. Naked Communications developed the idea, and led the overall implementation and the landing of the Bom Chicka Chicks at Bondi Beach. One Partners led the sampling campaign in bars, clubs and shopping centres, while Amnesia developed the digital strategy and the new Lynx site, www.lynxeffect.com.au. Universal McCann managed media planning and buying, while Lowe Hunt adapted the “Bom Chicka Wah Wah” global television campaign for the Australian market. Lynx is particularly looking to drive up sales of its deodorants and antiperspirants. While its market share for body sprays is at 80%, in the deodorants and antiperspirants it has only 18% share.



13 September 2007

http://www.bandt.com.au/news/27/0c050227…