{"id":35057,"date":"2025-05-30T09:27:58","date_gmt":"2025-05-30T07:27:58","guid":{"rendered":"https:\/\/www.clickorimarketing.es\/lynx-campaign-scratch-and-sniff\/"},"modified":"2026-08-05T20:03:54","modified_gmt":"2026-08-05T18:03:54","slug":"lynx-campaign-scratch-and-sniff","status":"publish","type":"post","link":"https:\/\/www.clickorimarketing.es\/en\/lynx-campaign-scratch-and-sniff\/","title":{"rendered":"The Lynx campaign encourages us to have a fun &#8220;Scratch and Sniff&#8221;"},"content":{"rendered":"<p><img decoding=\"async\" class=\"alignnone wp-image-34683 size-full\" title=\"Lynx Campaign | Scratch and Sniff\" src=\"https:\/\/www.clickorimarketing.es\/wp-content\/uploads\/2025\/05\/campana-de-lynx-scratch-and-sniff.jpg\" alt=\"Lynx Campaign | Scratch and Sniff\" width=\"1280\" height=\"720\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_Lynx_campaign_is_a_provocative_and_playful_outdoor_advertising_initiative\"><\/span>The Lynx campaign is a provocative and playful outdoor advertising initiative.<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_86 ez-toc-wrap-center counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.clickorimarketing.es\/en\/lynx-campaign-scratch-and-sniff\/#The_Lynx_campaign_is_a_provocative_and_playful_outdoor_advertising_initiative\" >The Lynx campaign is a provocative and playful outdoor advertising initiative.<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.clickorimarketing.es\/en\/lynx-campaign-scratch-and-sniff\/#Lynx_%E2%80%93_Scratch_and_Sniff\" >Lynx \u2013 Scratch and Sniff<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p>Deodorant brands aimed at male audiences often have a cheekier tone than their female counterparts. This is the case with <strong><a href=\"https:\/\/www.esloganmagazine.com\/publicidad-y-marketing-de-old-spice\/\" target=\"_blank\" rel=\"noopener\">Old Spice<\/a>, Axe, and Lynx<\/strong>, which have established a distinctive identity through their irreverent and self-parodying approach.<\/p>\n<p>This is also true of the latest <strong>Lynx campaign<\/strong>, which reinterprets sampling with a bold and direct approach. A surprising outdoor advertising campaign turned into a giant \u201cscratch and sniff\u201d that invites the public to discover the fragrance in a peculiar way.<\/p>\n<p><!--more--><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Lynx_%E2%80%93_Scratch_and_Sniff\"><\/span>Lynx \u2013 Scratch and Sniff<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><iframe loading=\"lazy\" title=\"YouTube video player\" src=\"https:\/\/www.youtube.com\/embed\/BiLLVj5aVQc?si=bDfMjMb0u6H8tUUu\" width=\"830\" height=\"470\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&#8220;Scratch and Sniff special Ohhh&#8221; is the title of the <strong>Lynx campaign<\/strong> created by the agency <strong>LOLA MullenLowe<\/strong> in London. The concept is based on the common habit of men applying deodorant to their intimate areas to smell better. So Lynx created a special product designed just for them. And to promote it, they launched an outdoor campaign under the slogan \u201cScratch and Sniff.\u201d<\/p>\n<p>They placed images in billboards across London and in classic lifestyle magazines, depicting the ideal product image: black-and-white photos of men with defined torsos wearing underwear. The unique detail is that the <strong>area where the underwear appears is printed with scented ink<\/strong> thanks to a microencapsulation technique that releases the fragrance when rubbed. But to activate it, you have to scratch the model\u2019s intimate area.<\/p>\n<p>The campaign extended to additional formats and men\u2019s magazines, generating a big stir on social media, where it was widely commented on. A bold and fun move, true to the Lynx brand identity.<\/p>\n<p><strong>Tom\u00e1s Ostiglia<\/strong>, executive creative director at LOLA MullenLowe, commented: <em>&#8220;Our audience has evolved. They want to smell good everywhere, and they value humor, boldness, and honesty.&#8221;<\/em><\/p>\n<p><strong>Caroline Gregory<\/strong>, global brand director of Lynx, added: <em>&#8220;These billboards are not just an eye-catching stunt. They are a real demonstration of the product\u2019s purpose and a celebration of unfiltered confidence.&#8221;<\/em><\/p>\n<p><strong>Watch<\/strong> | <a href=\"https:\/\/youtu.be\/BiLLVj5aVQc?si=bDfMjMb0u6H8tUUu\" target=\"_blank\" rel=\"noopener\">YouTube<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The Lynx campaign is a provocative and playful outdoor advertising initiative. Deodorant brands aimed at male audiences often have a cheekier tone than their female counterparts. This is the case with Old Spice, Axe, and Lynx, which have established a distinctive identity through their irreverent and self-parodying approach. This is also true of the latest [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":35566,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[197,1065,1316,1238],"tags":[1214,117,243],"class_list":["post-35057","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","category-advertising-news","category-best-commercials-of-2025","category-outdoor-advertising","tag-lynx","tag-publicidad","tag-publicidad-exterior"],"_links":{"self":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts\/35057","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/comments?post=35057"}],"version-history":[{"count":0,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/posts\/35057\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/media\/35566"}],"wp:attachment":[{"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/media?parent=35057"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/categories?post=35057"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.clickorimarketing.es\/en\/wp-json\/wp\/v2\/tags?post=35057"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}