Lynx hooks up with Zoo for ‘ballsiest issue ever’

Unilever show gel brand Lynx has teamed up with Zoo Weekly for the launch of the lad mag’s ‘ballsiest issue ever’.

The tie-up will run for three consecutive editions of the magazine, on 4, 11 and 18 June, and see pop singer Sophie Monk on the cover for the first time.

It will include a six-page promotional spread with models showcasing new Lynx shower gel, activity on Zoo Weekly’s website, Facebook and Twitter pages, a product sample tip-on and regular print advertising.

The tie-up comes shortly after the release of a Monk-fronted video entitled ‘Clean your balls’, which will run on ZOOTube, YouTube and off the pages of ZOO by using the new ACP augmented reality app, VIEWA.

Duncan Robertson, Lynx senior brand manager at Unilever, said: “ Zoo Weekly and Lynx are two maverick brands aimed at young men who like their humour sharp and edgy. This campaign responds to that. Partnering with Zoo and using new technologies such as the ZOOTube to host the viral, along with the new VIEWA app to bring content to life, is a first for this product category.”

The agency behind the campaign was Soap Creative, with media by Mindshare.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.