Lynx hands Drylaunch sampling task to bd-ntwk

March 20, 2003

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Lynx hands Drylaunch sampling task to bd-ntwk

LONDON - Lever Faberge has appointed below-the-line agency bd-ntwk to handle a major sampling campaign for Lynx Dry, its latest anti-perspirant deodorant, later this spring.

The sampling campaign will form part of a £7m launch spend for the range, which will sit alongside Lynx's existing product portfolio. Bartle Bogle Hegarty is creating an above-the-line campaign to promote the product.

Bd-ntwk's appointment follows a pitch conducted by the DMAAR earlier this year. The brief is to implement a sampling strategy that gets Lynx Dry known among its young male target audience.

The main Lynx brand was revamped last year with an improved spray system and a formula designed to make the fragrance last longer.

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Marketing