Lynx runs sleepy bikini-girls campaign

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Lynx: runs summer 2011 TV and on-pack activity
Lynx: runs summer 2011 TV and on-pack activity

Lynx, the Unilever-owned deodorant brand, has launched a £1m summer campaign across its entire deodorant and body-spray portfolio.

The campaign, created by Bartle Bogle Hegarty, features a new TV ad supported by an on-pack promotion. Media buying has been handled by Mindshare.

The ad breaks on 11 July and runs for two weeks, while the on-pack activity will be available throughout August. ITV, Channel 4, Channel 5 and Sky channels.

The ad features tired, bikini-clad girls sleeping on a boat alongside one man and a pet monkey. The camera then reveals the back of the boat, which has the words "Lynx summer holiday" painted on it.

The promotion offers consumers the chance to win £1,000s worth of holiday accessories such as music downloads, headphones and Sunglasses Hut vouchers, by sending an on-pack unique code to a text-to-win number.

All consumers who enter the competition will also be put forward for the chance to win a summer holiday on the Lynx boat.

Selina Sykes, Lynx brand manager of Unilever UK, said: "Lynx Summer will see us give away thousands of pounds worth of holiday accessories as well as the chance to win the 'ultimate' lads' summer holiday prize of a money-can’t-buy trip on the Lynx Boat and we expect it to be a huge hit with our consumers."

Last week Unilever launched two new interactive games for its Lynx brand, featuring glamour model Lucy Pinder.

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