Lynx: Giving British Masculinity A New Voice

W / Lynx


Lynx was a huge brand with a big problem: media and consumers saw it as an embarrassing hangover of Nineties' laddism.

W set out to ‘retire’ The Lynx Effect through actions not words – turning Lynx's evolution into a cultural 'moment' and making a meaningful contribution to the debate around masculinity.

Our insight inspired and content-led campaign directly challenged male taboos, provoked national debate on masculinity, and repositioned Lynx as a force for good. It inspired a new generation of young British guys and generated a 90% surge in brand value, representing a game-changing, positive shift in perceptions. 

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