Lynx unisex brand tries supermarket media ‘to ensure females are aware of the new offering’
Unilever has turned to 3D floor media to help its the first unisex Lynx variant stand out in the male grooming section in supermarkets, with a 3D execution by shopper media specialist TorchMedia.
“Strong in store presence was an integral objective to ensure females are aware of the new offering,” reads a press release.
Digital agency Soap Creative was also involved in developing the execution, which is part of a wider above-the-line campaign to introduce the product, the first from Lynx to target both women and men.
The main thrust of the digital campaign is a mobile application that allows guys and girls to swap ‘sparks’ through their mobiles for prizes. “The more sparks you get, the bigger your chance of scoring”, reads a narrator in this infomercial.
Duncan Robertson, senior brand manager for male Grooming brands at Unilever, said in a press release: “The new larger format 3D floor is an important part of launching our new product range. Given the introduction of the female variant, Anarchy needed to stand out and Torch had the perfect execution to create maximum impact at the shelf”.
I seen this at the supermarket this week and thought it was pretty cool. I buy LYNX products anyway, so it didn’t help me to buy so much. But defiantly noticed it and actually took a picture of it because we were talking with one of our wholesale reps and they said they had some new stickers for our floors to promote products. If they turn up with 3D type stickers I will be amazed but highly doubt they will.
I really dislike these 3D stickers as a good idea for retail marketing spend – they only ever look good if you approach them from one angle. All other angles, your brand is warped and distorted and the message doesn’t cut through, particularly in the busy supermarket environment and particularly when you’re approaching from one of two angles (up or down the aisle). The cost of the space to activate one of these in a supermarket is ridiculous, so you don’t see them that often. These look great in a presentation, but rubbish in reality. In summary, there are much better options with greater ROI for marketing at retail out there.
Im right now wearing the new Lynx for women only because the floor sticker stopped me in my tracks and directed me straight to it. Good work with the execution Duncan. An easy decision to try something new from an already proven brand.
…and good work with the astro-turfing Maria.
I’ll definitely have to check this out!!