Magazine article Marketing

Adwatch: Lynx - 'Chocolate Man'

Magazine article Marketing

Adwatch: Lynx - 'Chocolate Man'

Article excerpt

Agency teams will kill for a good youth brand campaign. Often high profile and with the promise of a bit more creative fulfilment than an ad for an exhaust pipe, it can offer vital street cred to whoever is involved.

But there are pitfalls. How can you be sure that what you do will actually resonate with the young? Fashions change with bewildering speed and the young are a disparate and tribal lot. The more you examine them, the more you realise that there is no all-pervading youth monoculture. What young people are into will vary enormously, depending mostly on economic circumstances, where they live and who their mates are. What the Slough massive think is cool will not necessarily go down that well in Windsor, even though it is just down the road.

The Lynx strategy gets round some of these problems by appealing to what actually unites, rather than what divides, its target audience of young men. The Lynx promise is simple: put this stuff on and you will attract (and yes, probably sleep with) many young attractive women. …

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