Confident enough to.

To shift away from Lynx's traditional "blokey" positioning, I went straight to the audience the brand is trying to reach. I asked my 15-year-old brother where he feels confident, and he said he felt confident everyday. I then asked my mum what she hoped he'd grow to be confident in, and she said she wanted him to believe in himself and become more independent. Together, I used their answers to build a campaign centered around confidence in everyday life, rather than the performative confidence Lynx has sold in the past. This led me to the big idea ‘confident enough…’. I focused on ordinary moments of confidence, letting the visual complete the tagline and keep the campaign cohesive.

PRODUCT Lynx deodorant

TARGET AUDIENCE Males aged 15 to 25 and their parents (who often purchase deodorant or body spray on their behalf)

SMP Lynx gives you the self-confidence to be your best

BACKGROUND The Lynx brand was built on ‘blokey’ advertisements that often showed the wearer of the product as the ‘irresistible’ centre of female attention in scenarios that could today be considered sexist or shallow. The Lynx brand has made a strategic pivot away from sexually-loaded approaches to instead focus on the self-confidence that comes from keeping body odour and sweat under control. An association between the Lynx brand and being confident in life more generally is also strategically important.

MANDATORIES Lynx logo, product shot