Unilever UK introduces new Lynx pocket-sized deodorant
5 December 2008 | By Popsop Team
Lynx, the No 1 male grooming brand from Unilever UK, known as Axe for the rest of the world, is launching a market first – a revolutionary portable pocket sized format which is unique to the Deodorants category.
New Lynx Bullet, available from January 2009, creates a brand new usage occasion. It will offer retailers a huge incremental category growth opportunity and benefits from a massive GBP 8 million media spend.
The launch of Lynx Bullet will continue to drive the Lynx brand, currently in growth, up from 69.5% in March this year to 71.5%.
Duncan Ramsay, Launch Manager for Lynx Bullet at Unilever UK comments: “New Lynx Bullet is the first pocket-sized male body spray to be launched in the UK. Lynx Bullet has been designed to be sprayed at a moment’s notice at anytime of the day or night – giving guys the Lynx Effect right when they need it most.
“We believe that Lynx Bullet will generate major incremental growth for retailers as it supports an entirely new consumer usage occasion.”
To make the most of the huge growth opportunity retailers should look to place Lynx Bullet at impulse sites throughout stores as well as on the deodorants fixture to really drive visibility and increase their sales.
The Lynx Bullet pocket sized canister measures just under 8cm and weighs 3.23gm. It will be available across three fragrances Dark Temptation, Vice, and brand new for 2009, Instinct. It will be sited at key impulse areas to drive sales.
The launch will be supported by PR and Digital initiatives as well as a heavy weight TV advertising campaign building on the success of previous Lynx TV ads.
Popsop.com
Tags: food, household detergents, personal care, Unilever
