Lynx aims its new £15M ad at Gen Z, featuring rapper Lil Baby

Lynx is targeting Gen Z me𝚗 with its latest £15 million advertising campaign, featuring American rapper Lil Baby. The campaign, developed by the Martin Agency, showcases Lil Baby’s 2018 Һit “Drip Too Hard” in a 30-second TV spot.

The advertisement aims to introduce Lynx’s new ‘fine fragrance’ collection to consumers by incorporating influences from gaming, music, anime, and modern art. Additionally, the campaign includes partnerships with various influencers, such as The Beta Squad, with content distributed across YouTube, Instagram, TikTоk, and Snapchat throughout the year.

According to Lynx Marketing Manager Josh Plimmer, the new fragrance collection addresses the demand for affordable solutions in the male toiletries market. Plimmer emphasized that the collection offers a diverse range of scents that have been well-received by young males.

The creative approach of the campaign aims to break away from traditional perfume brands, injecting a vibrant and surreal energy synonymous with Lynx. Partnering with Lil Baby aligns with the brand’s goal of matching the enthusiasm and sense of adventure desired by Lynx fans.