Lynx Greatest of All Time!

After winning Merchant’s Den in Q2, Unilever launched Lynx G.O.A.T, with a highly impactful campaign across ASDA’s media channels. The campaign was created to elevate the brand and re-introduce their Lynx Africa fragrance (the G.O.A.T of fragrance) to a new Gen Z target audience.

The new range landed in ASDA stores at the end of March, with an online campaign launching shortly after. This included an Online Takeover within Toiletries & Beauty, as well as Social Media advertising and multiple digital banners across ASDA’s Online Grocery site – driving shoppers to a page where they could shop the collection.

Lynx G..O.A.T had great visibility across our stores, with branded media from store front, through to shelf level – creating an unmissable campaign and ensuring maximum standout to ASDA shoppers. The brand were able to showcase consistent campaign messaging throughout numerous points in the customer’s shopping journey by utilising the range of ASDA Media available. Store media included; Security Covers, Digital 6 Sheets, Gondola Ends, Shippers, Branded Palettes, Shelf Blinkers and an ASDA FM Show Takeover.

One of the most interactive elements of the campaign, was an experiential photobooth that toured 16 ASDA stores, promoting the new range. The photobooth, which looked like a giant Lynx deodorant can, was not only a great branding opportunity, but it also encouraged customer engagement, as shoppers were invited to have their photos taken with the Lynx GOAT. The photobooth used greenscreen techniques to enable members of the public to pose with the iconic goat character from the advertising campaign, creating images they can take away with them. ASDA shoppers were also encouraged to scan the QR code on the booth, for the chance to win prizes, including a V.I.P G.O.A.T experience.


The Lynx G.O.A.T campaign is a great example of how Merchant’s Den winners can utilize ASDA media to really engage with their audience across different touchpoints and make a big impact when launching a new product. Speak to your Account Manager today to discuss what media package would work best for your campaign objectives.