Cross-Cultural Campaign Report: The Lynx Effect

By Meagan Kascsak and Rachael Maltby

PowerPoint presentation available for download: Lynx

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I.         Introduction

Lynx is a line of men’s body products and fragrances that is distributed across the United Kingdom, Ireland, Australia, New Zealand and the People’s Republic of China. Unilever, an English-Dutch company, launched Lynx in the U.K. in 1985 after introducing it two years earlier in France under the name “Axe.” Copyright infringement issues forced Unilever to rebrand their product for use in the U.K., though the company retained the line’s original name when it began to sell the product in the United States in 2002.

Lynx enjoys great economic success, with more than eight million men using its products every day, according to Unilever’s website. Much of this is accomplished through clever media campaigns that aim to encourage young males to buy Lynx to increase their desirability toward women in a humorous light.

II.         Communication Materials

Lynx is famous for their comedic television advertisements that usually revolve around a male character using the product to improve his sexual prowess. The advertisements range from being tongue-in-cheek to crude humor. When the brand launched Lynx Peace, its newest addition to the body product lineup, it produced a one-minute commercial that promotes both the product and the idea of peace across the globe.

Part of the campaign for Lynx Peace also relied on social media. Lynx’s YouTube channel uploaded a video where the new product “invades the U.K.” with the design of peace symbols throughout U.K. urban and rural settings using lights, graffiti and even people. This campaign encouraged the idea of spreading peace through artistic means. The use of music without lyrics also doesn’t restrict viewers of different languages from understanding the video’s message of universal peace.

Lynx also conducted a photograph competition through Instagram called “Make Moments Not War.” Customers were encouraged to send in photographs showing what they think peace looks like using the hashtag #lynxpeace and tagging them to Lynx’s Instagram account. The eight winners each received an iPhone while other participants’ photos were showcased on the competition’s main website.

Lynx uses print advertisements as well, with many of their posters showing content similar to their television commercials. They also use video boards that display 15-second advertisements showing different fragrances of Lynx body wash throughout areas such as the London Underground.

III.         Target Audience

Lynx is targeted to teenaged boys and young men aged 16 to 24. The brand recently introduced a new line called “Lynx Attract For Her,” which is targeted toward young women in the same age range.

IV.         Message and Media Strategy

Lynx’s promotional campaigns center on the idea that men can increase their desirability and enjoy successful interactions with women when using their products. The brand’s strategy relies on humorous television and print advertisements that can be shared through social media along with interactive campaigns.

 

Credit: www.creativereview.co.uk
Credit: http://www.creativereview.co.uk

V.         Using the Campaign Globally

This campaign strategy could be successful in other countries because its message of increasing male desirability is applicable to the desires of members of the target audience in other countries. The humor in Lynx advertisements also makes the product memorable and unique compared to other advertisements for similar products.

VI.         Strategy and U.S. Comparison

Lynx’s communication methods are an example of a global strategy to market the brand. Many of Lynx’s television commercials, including the “Make Love Not War” advertisements, are also used for Axe’s campaigns with logo changes. Axe’s media campaigns in the U.S. differ somewhat in cultural aspects, particularly with their social media campaigns.

When Lynx introduced its “Make Moments Not War” Instagram competition, Axe launched its own interactive campaign encouraging people to send pictures of them and their partner with the hashtag #kissforpeace. This campaign focused more on Americans’ affinity for love and companionship as being a source of peace while the U.K. version focused on seeing the public’s artistic and intellectual renderings of peace through photographs.

Axe also differs in that it relies more heavily on promotional partnerships with movie releases or celebrity endorsements. It also hosts more promotional parties across the country to market the Axe brand.

 

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