LYNX Australia: from chick magnet to ‘seize the work day’

Loved the new positioning and execution for LYNX in Australia. For years now, Lynx (called Axe in many markets) has hammered home the ‘chick magnet’ idea. The creative executions have been had some common underlying theme – winning over the girl, seduction, humour and lots of sensuality. My favourite executions: short duration films like ‘masseur’ and the ones which were themed with major sporting events. Other notable campaigns included the ‘Call Me‘,  Axe Apollo and Kiss for Peace.  The brand moved away from the ‘get the girl’ idea with the ‘Susan Glenn’ ad. I personally thought the Susan Glenn was idea was brilliant as it was based on a real insight: we all have encountered a Susan Glenn in our lives – we didn’t have the confidence to go up and speak with her. In comparison to the ‘chick magnet’ idea which depends largely on creative execution for differentiation, impact and memorability this was a unique idea. But I guess it was a bit sophisticated and not ‘in your face’ enough for the brand’s audience – I have not seen the brand continue with the idea since the first release.

The ‘get the girl’ idea has become commonplace in the deodorants category with brands trying to out-macho each other. The executions have also become more crass and tasteless.

In this context, it is interesting to see Lynx prove that it is possible to go beyond the sexual attraction theme in this category. “It’s not just about getting the girls anymore; it’s about becoming the best version of you and getting ready to take on life.” says Jon McCarthy, Lynx marketing director. 

Agency: BBH London

I think it is a powerful idea which is likely to connect with a lot of young, working professionals. Again, it is based on real insights: we routinely see people moan about Mondays on Facebook and other social media platforms. Come mid-week and the prospect of getting through the rest of the week becomes daunting. However, for many such whining is merely a facade. They deliver what they are supposed to deliver at the work place and overcoming the ‘work day blues’ is a positive attitude and a high. Many revel in it and brag about it on Facebook. Given this, the adrenalin-rush of the ads and the message it conveys of taking on the world and winning with confidence is likely to strike a chord. What say?