How PB Creative kept LYNX GEN-Z relevant By Velda Croot, Marketing & Business Development Director, PB Creative
YNX (AXE outside the UK) is synonymous with young guys, with more than 8 million using the brand every day and almost half of all body wash products sold in the UK each year being LYNX. As expectations from this dynamic GEN-Z demographic continually shift, so the brand needs to continue to advance and evolve too, striving to stay relevant, connected and of course front of mind. We have a long-established partnership with LYNX going back nearly a decade. This latest development of the brand is built on solid foundations following a re-calibration we undertook which successfully drove positive reappraisal with core consumers and reaffirmed the brand’s credibility. Since then, we’ve taken LYNX on a progressive journey of expression, fuelled by an exciting yet challenging innovation pipeline of limited-edition fragrance collisions including the controversial yet iconic LYNX Africa x Marmite range which embraced a much more expressive and vibrant aesthetic. This fresh and expressive visual code with its inspiration firmly rooted in street art, generated strong appeal with LYNX guys and presented us with an opportunity to transcend the master brand into a much more vibrant and progressive territory with the aspiration to put street art in the hands of every LYNX guy globally.
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Our ongoing partnership with the brand and deep understanding of each LYNX variant enabled us to curate a detailed back story for each of the brand’s iconic fragrances ahead of briefing renowned street artist Ben Tallon to bring this vision to life as a range of graffiti inspired illustrations. We have now successfully progressed LYNX to a visual territory that feels more credibly edgy, vibrant and on-trend as the brand continues to engage and resonate with its core GEN-Z consumers. Expression is the future for LYNX that will redefine what the brand stands for. This is the beginning of an exciting journey that will see the brand engage with its consumers on a higher level through increasingly compelling and desirable LYNX brand expressions. We’ve successfully taken the brand back to its roots with a new focus and energy to deliver this new visual identity which is expressive, characterful and progressive.
