Unilever: Lynx
"Can You Pick Me Up A Lynx Fine Fragrance?"
Introduction
Lynx, once known for falling angels and beach bikini stampedes, had lost its edge. Penetration was down in a stagnant deodorant market. Body sprays like Lynx had become synonymous with teenage life—overpowering, low quality, even juvenile. But today’s young men crave sophistication without the luxury cologne price tag. With 74% of Irish guys demanding an affordable fine fragrance, Lynx saw an opportunity to bridge the gap.
Strategy
Lynx Fine Fragrance offered premium, perfumer‑crafted scents at everyday prices—something Gen Z didn’t expect from the brand. To drive reappraisal, we needed bold OOH rooted in a deep understanding of Gen Z behaviours.
Gen Z crave real‑world experiences, value authenticity, and strongly trust OOH—even though they rarely buy their own toiletries, relying instead on others to pick them up. Our strategy centred on meeting them in the moments and places that matter most, creating cultural visibility and urgency around a new fragrance phenomenon appearing everywhere.
Execution
We made Lynx unmissable by using Posterplan’s Zone mapping data to identify key hotspots and concentrate budget where it would have the biggest impact. We secured high SOV across Connolly Station and the Luas line, transforming the St. Stephen’s Green Luas column into a giant Lynx can and fully wrapping the Connolly tunnel with branded—and scented—creative.
On campus, we dominated UCD with a full network takeover and a standout shelter execution featuring 3D Lynx lettering and an interactive button that activated live scent trials, driving talkability among students.
This campaign was planned and bought by Posterplan.
