The Lynx campaign encourages us to have a fun “Scratch and Sniff”
The advertising campaign was handled by the LOLA MullenLowe agency.
The Lynx campaign is a provocative and playful outdoor advertising initiative.
Deodorant brands aimed at male audiences often have a cheekier tone than their female counterparts. This is the case with Old Spice, Axe, and Lynx, which have established a distinctive identity through their irreverent and self-parodying approach.
This is also true of the latest Lynx campaign, which reinterprets sampling with a bold and direct approach. A surprising outdoor advertising campaign turned into a giant “scratch and sniff” that invites the public to discover the fragrance in a peculiar way.
Lynx – Scratch and Sniff
“Scratch and Sniff special Ohhh” is the title of the Lynx campaign created by the agency LOLA MullenLowe in London. The concept is based on the common habit of men applying deodorant to their intimate areas to smell better. So Lynx created a special product designed just for them. And to promote it, they launched an outdoor campaign under the slogan “Scratch and Sniff.”
They placed images in billboards across London and in classic lifestyle magazines, depicting the ideal product image: black-and-white photos of men with defined torsos wearing underwear. The unique detail is that the area where the underwear appears is printed with scented ink thanks to a microencapsulation technique that releases the fragrance when rubbed. But to activate it, you have to scratch the model’s intimate area.
The campaign extended to additional formats and men’s magazines, generating a big stir on social media, where it was widely commented on. A bold and fun move, true to the Lynx brand identity.
Tomás Ostiglia, executive creative director at LOLA MullenLowe, commented: “Our audience has evolved. They want to smell good everywhere, and they value humor, boldness, and honesty.”
Caroline Gregory, global brand director of Lynx, added: “These billboards are not just an eye-catching stunt. They are a real demonstration of the product’s purpose and a celebration of unfiltered confidence.”
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