Tag Archives: Lynx


Unilever declares its identity

Stepping up corporate branding

I had my suspicions about Unilever moving towards corporate branding (see gradual packaging changes here). Well it looks like my hunch was right. The first brand I’ve noticed publicly outing its Unilever owner – ie, showing the new logo on TV – is Lynx (Axe outside the UK). It’s taken what I call its ‘smell me bonk me‘ campaign and … Continue reading


lynxukshot.jpg

Smell me, bonk me

When products have little to talk about on a functional level, they have to jump to the other extreme in terms of product benefits, and play to the emotions. This is what Lynx deodorant – or Axe on the continent – has been doing for years. A typical Unilever product, it is marketed purely on hope and image. Screenshots from … Continue reading