Lynx 2012 Campaign

Lynx launches The Final Edition with year-long £5.6 million marketing campaign

Lynx is launching the advertising campaign for new fragrance 2012: The Final Edition on Friday, with the new range supported by a year-long £5.6 million marketing campaign across TV, digital, OOH and PR.

The range, which comprises a bodyspray and shower gel, has been given a dark, gothic black and gold pack design inspired by the Mayan calendar, which is set to end its final cycle on the 21st December 2012 - when Mayans believe the world will end.

The advert sees a young male building a wooden boat in preparation for the end of the world, but it is a crowd of beautiful women who join him aboard, not two of every animal. It was created by Ponce Buenos Aires and adapted for Europe by BBH. PR for the campaign will be handled by Mischief.

Kieran Danaher, Lynx brand manager at Unilever UK, said: “Following the phenomenal success of Lynx Excite this year, we believe that Lynx 2012 – The Final Edition can really take things to the next level.

“As a brand we continually strive to innovate and push boundaries with creative marketing campaigns, and the launch of Lynx 2012 – The Final Edition is set to do just that and more. We’ve got some very exciting activity lined up for this project, so watch this space.”