No-one is talking about Lynx’s chauvinism U-turn, and that’s the problem
Lynx's recent shift away from its chauvinistic past was revelatory. But the fact that the Australian marketing industry didn't blink an eyelid is a sign of a wider problem, writes Nick Braddy.
From sexual conquerors and objectifiers of women to champions of diversity, Lynx’s recent one-eighty is significant for so many reasons. Yet since its launch in 2016, the complete lack of response from Australian marketers and industry only reinforces the national health problem we face.
In developing its new global platform ‘Find Your Magic’, Lynx found a huge rift in what their brand stood for and the causes behind the growing crisis in men’s mental health around the world.
https://www.youtube.com/watch?v=WzTSE6kcLwY&feature=youtu.be
Research has found that men have a greater propensity towards racism, misogyny, sexual aggression and violence (domestic and otherwise) which is underpinned by significant mental health indicators: men are at higher risk of anxiety, depression and suicide.
One of the key causes behind these issues is the narrow definition of what a man is supposed to be (strong, stoic, powerful, defined by economic and sexual success, never weak or vulnerable etc.).
Ultimately the brand discovered that not only were they perpetuating these definitions, they also predicted this to become a significant brand and sales problem in the near future.
When this remarkable shift launched, and with the subsequent extension platforms that followed (#meninprogress / Bigger than Suicide / #IsItOkayForGuys), it made little to no noise in the Australian market. Not even from the industry.
And given that Australia’s male health statistics match those seen in the US and UK (in some areas worse), this silence is even more alarming.
Research from the Blackdog Institute identified that one of the top four causes leading to male depression and suicide is this narrow definition of masculinity.
Further research shows that only 50% of men feel comfortable talking to their mates about their mental health, feeling that they will be judged and thought of as weak. For the younger generations looking for support and guidance, fathers spend an average of less than 20 seconds talking to their teenage sons per day, and the schooling system is lagging behind in providing adequate programs.
So men are at higher risk of mental health problems, manifesting in all sorts of behavioural issues leading ultimately to alarming rates of male suicide. Yet men have inadequate support and are unwilling to seek help and talk because they believe that in doing so it will make them less of a man. A vicious cycle has formed.
This situation draws parallels to the impacts of body image faced by women. In this instance another Unilever brand, Dove, leaned into this with great creative, commercial and social success.
In this instance, the media storm and commentary that ensued was completely at odds with the deathly silence we see in the case of Lynx today.
Perhaps the Australian industry and the individuals who work in it weren’t ready for the Aussie bloke stereotype to be challenged.
All we know is that no one talked about it, no one seemed to care, which only reinforces the issue.
As marketers we need to be aware when stereotypes start to shift. In this case, the definitions of what it means to be a man in Australia in 2017 are being challenged, they have to be, and there is a marketing opportunity in that.
Not just for commercial success (early signs at Lynx is that it has and is working) but for the chance for marketing and communications to simultaneously reflect and help reshape society for the better. And wouldn’t it be nice for a brand to be part of the solution rather than the problem?
Nick Braddy is group account director at Havas Sydney. He is also an ongoing participant and volunteers with The ManKind Project Australia, a global non-for-profit focused on men’s health and development
Or: Deodorant brand ignored (by public) as it tries to boost sales by pretending it cares about mental health, an area in which it has zero legitimacy.
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Brands talking to me about causes are like ad agencies talking to me about digital transformation.
Neither have the legitimacy or the authority to do so. Stick to what you know and what your core competency is — which in a time where everyone pretends they’re everything, can be a breathe of fresh air!
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Article for the sake of an article…
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I’m not sure a lack of attention on the marketing movements of a teenage deodorant brand is a national problem. Or indicates people don’t care about this issue.
Initiatives like Man Up and RUOK? have provoked good discussion in the industry.
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I’m with Dan – deodorant brand that people started wilfully ignoring a long time ago.
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Hear, hear. This article stinks of Men’s Rights Movement. The market isn’t reacting to a company finally taking their foot off the pedal as perpetrators of the issues listed above because you shouldn’t be rewarded and praised for putting a stop to a long overdue cruddy brand strategy. The new campaign just runs off alt-masculinity stereotypes that don’t engage the audience they are targeting at all. Try again, Lynx.
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Sending a message to men that celebrates individuality is so important. I feel like women are receiving the message of acceptance more and more frequently in ads (thank goodness), so it’s great for Axe to be doing the same for men. While there is definitely a long, long way to go this ad is a huge step in the right direction. Great article.
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Spot on Dan. Can’t help but be cynical about this in the same way I am about Dove. Illegitimate at best, exploitative at worst.
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I worked on the Lynx brand (known as AXE stateside) in the USA for a few years, and I found this shift in brand positioning interesting. From parties at the Playboy mansion to creating ‘The World’s Dirtiest Film,’ the brand was all about helping guys get the girl. For FMCG brands (or really any brand today), it’s brave to step away from where you have been, to find a new relevancy for today.
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This chap writes like an academic.
To paraphrase Orwell, rough men protect this country so people like Braddy can sleep safely at night.
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At least the company is trying to fix past wrongs by focusing on the issue and trying to do something about it. You can’t slight the Lynx for that.
You literally missed the whole point of the article by palming off Lynx’s attempts.
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Lynx may have little legitimacy in talking about mental health, but it’s also fair to say that they are trying to suggest solutions.
If they succeed in raising awareness of the issue, and promoting the fact that it is healthy to talk about mental health issues, then I am right behind them on this.
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Eh, you’re being facetious, Dan.
This industry doesn’t assess the value of messaging based on product. Neither does the public.
Don’t dismiss the importance of moves like this because YOU think X brand is irrelevant.
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Good article Nick. Great to see Lynx taking this one – and even better getting results.
I wrote a piece 5 years ago on the unsustainability of Unilever celebrating Dove while pandering to tawdry old stereotypes with Lynx:
https://mumbrella.com.au/will-the-real-unilever-please-stand-up-is-it-sexist-lynx-or-female-friendly-dove-98926
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Might have missed the point Dan. Yes its a commercial world however, there’s solid evidence proving consumers support brands with a social conscience or contribute positively to a better world. We wouldn’t do that if we didn’t connect in some way. The fact that some good might be achieved whilst delivering corporate objectives doesn’t make it bad. Given 99.9% of marketing is commercially driven, I’d rather see more at least contributing in some way to help reshape society for the better than not!!
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Sorry, what @Gilbert?
The Men’s Rights Movement? This article?
Are you seriously this out of touch?
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These comments remind me of the arguments that were knocking ‘Fearless Girl’ merely because she was installed by a corporation.
A good message is a good message. If you hate Lynx because it smells like syrup poured over garbage, go do that on their Facebook page. But for the time being, they’ve chosen not to be an awful advertiser – and I’ll applaud them for that.
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What does that have to do with anything at all?
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“Perhaps the Australian industry and the individuals who work in it weren’t ready for the Aussie bloke stereotype to be challenged.” – nailed it. salty commentators up in arms: it’s ok to be brand-cynical, but this is a brave move backed up by sound research and insights, executed perfectly. great article.
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do sientists ever lie or do they not thieve
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