MEDIA CHOICE: Justin Marshall, Campaign’s art editor, picks the tip-on for Lynx shower gel which appears in this month’s issue of Loaded magazine

’I’m used to all sorts of samples falling out of my girlfriend’s magazines, but we men rarely get freebies in the pages of our mags.

’I’m used to all sorts of samples falling out of my girlfriend’s

magazines, but we men rarely get freebies in the pages of our mags.



’This Lynx tip-on works really well on two fronts. First, the novelty

value of a free sample; it sticks out in the magazine and attracts you

to the page to find out what the lump is.



’Then there’s the fact that it is cleverly shaped like a condom packet.

This is guaranteed to make you do a double-take and hide the sample away

as quickly as possible in case your girlfriend finds it lying around and

gets the wrong idea.



’This is a great media idea that stays true to the cheeky Lynx

advertising style.’





Client: Elida Faberge, Lynx



Medium: Tip-on sample in magazines



Media planner/buyer: Melanie Greenhill, Initiative Media



Creative agency: Ammirati Puris Lintas



Brief: Create standout for Lynx shower gel with a creative sampling idea

that retains the classic tongue-in-cheek Lynx approach.