Campaign Report for Lynx Deodorant and National Breast Cancer Foundation
The prevalence of breast cancer in today’s society is a testament to the growing severity of the disease. It has, as a result, become a highly visible social cause. The National Breast Cancer Foundation (NBCF) is an independent non-for-profit charity whose main purpose is to promote and raise funds for breast cancer research.
It is our belief that by linking the social cause, and in turn the NBCF, with LYNX a visible increase in brand equity will be observed by consumers. We aim to do this by promoting breast cancer awareness among a target audience of young men aged 17 – 25. Furthermore, it is anticipated that the differentiation of linking the social cause with LYNX will see an increase in sales as well as promote a positive brand perception among the female market. An increase in sales is vital to the success of this campaign, as a portion of each purchase of LYNX will act as a donation on behalf of the consumer to the NBCF.
LYNX: ‘Helping Men in the Mating Game’
LYNX is a brand that is not adverse to controversy. As a result, it enjoys a very distinct brand image in what has been described by some as a fickle and constantly evolving market place (Gladstone & Kelly 2002). This can be attributed to the boldness of its tongue-in-cheek and irreverent approach to previous advertising campaigns. LYNX’s brand message of ‘helping men in the mating game’ is encapsulated in the underlying message of its previous campaigns; ‘women like men who smell good’ (Unilever 2011) therefore LYNX will help you get lucky with the ladies.
The brand positions itself as a fragrance that is so seductive that it will cause women to make the first move (Lee 2010). This position is emulated in what has been termed by the company as ‘The Lynx Effect’. It is consistently represented in all previous campaign communications by the company and is therefore an important and key element that has to be maintained throughout this current campaign.
Reaching Our Target Market
It is our belief that by linking the social cause, and in turn the NBCF, with LYNX a visible increase in brand equity will be observed by consumers. We aim to do this by promoting breast cancer awareness among a target audience of young men aged 17 – 25. Furthermore, it is anticipated that the differentiation of linking the social cause with LYNX will see an increase in sales as well as promote a positive brand perception among the female market. An increase in sales is vital to the success of this campaign, as a portion of each purchase of LYNX will act as a donation on behalf of the consumer to the NBCF.
LYNX: ‘Helping Men in the Mating Game’
LYNX is a brand that is not adverse to controversy. As a result, it enjoys a very distinct brand image in what has been described by some as a fickle and constantly evolving market place (Gladstone & Kelly 2002). This can be attributed to the boldness of its tongue-in-cheek and irreverent approach to previous advertising campaigns. LYNX’s brand message of ‘helping men in the mating game’ is encapsulated in the underlying message of its previous campaigns; ‘women like men who smell good’ (Unilever 2011) therefore LYNX will help you get lucky with the ladies.
The brand positions itself as a fragrance that is so seductive that it will cause women to make the first move (Lee 2010). This position is emulated in what has been termed by the company as ‘The Lynx Effect’. It is consistently represented in all previous campaign communications by the company and is therefore an important and key element that has to be maintained throughout this current campaign.
Reaching Our Target Market
Bibliography: ACP, 2011, ACP Magazines, Australia, viewed 15 March 2011, http://www.acp.com.au/ ACP Magazines 2011, ‘Media Kit Builder’, viewed 26 April 2011 http://www.acp.com.au/media-kit.htm Unilever, 2011, Lynx, viewed 20 April 2011, http://www.unilever.co.uk/brands/personalcarebrands/lynx.aspx Val Morgan 2006, ‘Screen Advertising Rates’, viewed 27 April 2011 http://www.valmorgan.com.au/au/on-screen/buying-options/rates/