Forget usual tester strips and typical sampling booths. Lynx’s latest campaign takes sampling in a very different direction: inviting guys to do what they’ve always done – scratch and sniff.
To launch its new Lower Body Spray, a bold fine fragrance designed specifically for down there, Lynx (aka. AXE for the global market ) and LOLA MullenLowe turned the most primal male gesture into an interactive experience. The result: Scratch & Sniff billboards – cheeky, irreverent, and unmistakably Lynx.
At first glance, they look like classic underwear ads: black and white, sculpted abs, tight boxer briefs. But printed directly onto the briefs is something unexpected: scented ink. Thanks to microencapsulation technology, rubbing the print releases the actual fragrance, turning the billboard into an instant product demo… through the most instinctive motion in the male playbook.
