Lynx has unveiled new limited-edition packaging for its Lynx Africa variant as it looks to recruit a new generation of fans and bring the scent to Gen Z.
Just because Lynx Africa is the UK’s number one male fragrance, has sold over 400 million units and is sprayed over 21.5 million times every week, brand owner Unilever has taken the somewhat presumptuous step of according it GOAT (Greatest Of All Time) status.
Communicated unmissably on-pack, the inclusion of the GOAT phrase aims to resonate with the Gen Z audience by aligning with their culture through the use of their own language.
An on-pack QR code will let shoppers unlock exclusive GOAT-level Lynx prizes and experiences.
Monique Rossi, Marketing Director of Deodorant and Skin Cleansing, Unilever, commented: “Lynx Africa is arguably the most iconic male fragrance on the market. Through social listening we understand that it is much more than just the nation’s most used fragrance, it is a huge part of UK culture. And, as culture evolves, so does Lynx, which is why we’re on a mission to boldly celebrate its GOAT status and recruit the next generation by getting closer than ever to their world.”
