Lynx is giving away 600,000 samples of its new shower gel variant to encourage male consumers to "wash away their dirty thoughts".
Girls dressed in snakeskin will promote the Snake Peel exfoliating shower scrub during a sampling campaign targeting 18- to 34-year-olds.
The sampling teams will carry silhouetted images, which they expect to induce dirty thoughts. By showing what the image really is, they highlight that the men need to use the product to clean up. Promotional leaflets will also be handed out.
The activity, through Dynamo, kicks off mid-April in shopping centres, bars and universities across the UK.
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