’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.
