Lynx Wash Me

I write about Lynx a lot.

Now I'm guessing this would grab the attention of their target audience of teenage boys - and most men, regardless of age. This execution itself reminds me a bit of the famous 'Hello Boys' Wonder Bra ad. And while sex sells, it's not just sex, Lynx always add their cheeky sense of fun.

Lynx must be one of my favourite 'advertising' brands.

I'm not sure if their products are actually any better than those of competing brands. But if all the products are pretty much the same, this battlefield is fought on the marketing communications field. And this is where Lynx's expertise clearly lies.

This above ad is not a new one. It's a few years old, but still great. Found via Ads of the World

Other Lynx ads include Lynx Pulse ad or Getting Dressed

Lynx Pulse ad

My favourite Lynx ad...

The story behind the campaign is pure genius. Very unorthodox. For example, when making this, instead of starting with the ad and then briefing in the music, they started with the music and the 'dance'. The music track 'make luv' was seeded among opinion formers in Ibiza six months before they launched. Once launched, they produced a screensaver of the dance and even recruited students to do the dance at student events.

The song went to No.1 in the UK charts within weeks. A new dance had been created and Lynx Pulse had become their number one selling variant within just two weeks of launch.

All that aside, the ad itself is a classic. You cannot but love it.

Another classic Lynx ad

Another classic Lynx ad "Getting Dressed" - although this is not my all-time favourite of their's. I'll post that later in the week.

The Lynx brand again

I posted yesterday about Lynx - and will come back to this brand in future posts (I do like their ads).

If however, you want to read more about the origin of their "Spray more, get more" campaign - drop over to David Taylor's Brandgym blog. Generally, when we think about advertising, we tend to think about brands trying to persuade people to buy something. "Spray more, get more" is a good example of a brand uses advertising to increase usage.

I remember reading about Campbell Soup doing something similar a few years back. I'll try and dig up the details on this too.

David Taylor has written several excellent brand books by the way. I'll review one or two here in the next couple weeks. He even got bloggers to vote and pick the cover of one of them.

Lynx ads - the phone dump

I've always been a fan of Lynx's advertising. They understand that young guys (I know...all guys) want to score beautiful women and all their ads hammer home the same message - "Use Lynx and you will".

You have to admire this strategy though. Their product presumably smells or performs no better than any other deodorant and teenagers presumably don't actually believe the claim. Surely this is a brand built on classic 'image' advertising similar to what Levis did so well in the 90's - before people realised that there was nothing premium about their jeans, except the price.

On saying that, Lynx are probably not the most expensive brand on the marketplace, so don't play the 'premium' card. And they create great ads that people like, laugh at, and remember - which keeps their brand top of mind when it's time to buy again.

I like their latest Lynx Dark Temptation (with the guy in chocolate) but prefer the "Phone Dump" - part of their "Get in there" series.