Don’t Sweat the Small Stuff

I found an interesting entry on ADVERBLOG, the interactive marketing and advertising blog that I am following.  The post featured a campaign for Lynx Dry Antiperspirant Deodorant.  Lynx is the UK’s biggest brand in male toiletries, which we can compare to AXE here in the US.  Check out the campaign here http://lynxeffect.com.au/lab/   

 

The campaign features attractive women in sexy clothing tantalizing men as they are researching a solution to “premature perspiration”.  The spokeswoman claims that the new Lynx Dry Full Control promises 24 hour dry, sweet smelling armpits in physical activity or out on a date. 

 

The ad is based off of the notion that men will buy any product with a hot girl or sports attached to it, and this campaign has both.  What guy wouldn’t want to try this new product?  Better yet, when you visit their “research facility” online, you can actually refer a friend who you think needs the product.  By just typing his name, an embarrassing fact, and his occupation, you can send him a personalized video message from a hot British girl telling him to buy Lynx! 

 

Interactive marketing is the way to go to attract consumers, especially of this specific demographic of young males.  Needless to say, sex still sells.