US success sees Lynx fast track Australian release of ad celebrating individuality
Unilever has fast-tracked the latest Lynx campaign
Unilever has upended the media schedule for its latest international campaign, bringing its launch in Australia forward by several months after an overwhelmingly positive response to it overseas.
The campaign celebrates the individuality of men, highlighting elements such as big noses, poor fashion choices and other traits with the advice “who needs some other thing when you’ve got your thing”.
The ‘Find Your Magic’ campaign tells men to look beyond their looks to find what is good, taking a self empowerment concept and body issue discussion first used by Dove a decade ago to market the body spray to men.
https://www.youtube.com/watch?v=EQoRFRMkHdY&feature=youtu.be
Research by Unilever that inspired the campaign said that that 9 out of 10 women find guys most attractive when they’re comfortable being themselves – but men still feel pressured by masculine stereotypes.
Michael Coden, Lynx senior brand manager, said that since its launch the campaign had quickly gained momentum.
“We have received an incredible response from consumer’s globally, giving Lynx the opportunity to create a global movement as opposed to a local marketing campaign.
“We’re living in an era of unprecedented freedom and acceptance – and yet what we’ve seen is that a lot of men still feel huge pressure to look and behave a certain way in order to be seen as attractive.”
It is understood Unilever has made global budget available to Australia to allow it to get the campaign to air faster than originally planned in order to try and develop support.
Unilever used a similar approach to maximising the impact of its marketing for Dove in the Australian market in the past.
The creative was developed by 72andSunny in Amsterdam and will be supported through a variety of channels in coming including the launch of Instagroom, a service that answers the grooming questions guys ask on Google with tailored, functional and entertaining video content.
The brand will also work with a number of international organisations championing male confidence, acceptance and individuality.
Simon Canning
