Lynx unisex brand tries supermarket media ‘to ensure females are aware of the new offering’
Unilever has turned to 3D floor media to help its the first unisex Lynx variant stand out in the male grooming section in supermarkets, with a 3D execution by shopper media specialist TorchMedia.
“Strong in store presence was an integral objective to ensure females are aware of the new offering,” reads a press release.
I seen this at the supermarket this week and thought it was pretty cool. I buy LYNX products anyway, so it didn’t help me to buy so much. But defiantly noticed it and actually took a picture of it because we were talking with one of our wholesale reps and they said they had some new stickers for our floors to promote products. If they turn up with 3D type stickers I will be amazed but highly doubt they will.
I really dislike these 3D stickers as a good idea for retail marketing spend – they only ever look good if you approach them from one angle. All other angles, your brand is warped and distorted and the message doesn’t cut through, particularly in the busy supermarket environment and particularly when you’re approaching from one of two angles (up or down the aisle). The cost of the space to activate one of these in a supermarket is ridiculous, so you don’t see them that often. These look great in a presentation, but rubbish in reality. In summary, there are much better options with greater ROI for marketing at retail out there.
Im right now wearing the new Lynx for women only because the floor sticker stopped me in my tracks and directed me straight to it. Good work with the execution Duncan. An easy decision to try something new from an already proven brand.
…and good work with the astro-turfing Maria.
I’ll definitely have to check this out!!