Lever Fabergé aims to emphasise the Lynx effect' with a £3.5m media campaign welcoming a new Pulse variant to the portfolio in the new year.
TV advertising, which takes up the bulk of the budget, will include a collaboration between the company and a band which is producing a special backing track.
This will be released as a single at the same time as the ad campaign a ground-breaking move for the fmcg industry.
A dance track by new band Room 5 has been chosen in an attempt to reinforce the campaign's spontaneous dance' theme.
Scheduled to hit the small screen at the beginning of February 2003, the ad aims to convey the new fragrance's image as being light and uplifting, energetic and self-assured.
Activity will also include press advertising in March issues of men's consumer magazines, while radio commercials and posters are planned.
Brand manager Jo Teasdale said the strategy of adding a new fragrance to the Lynx stable every year to replace another one had helped it stay fresh, keep current consumers interested and attract new ones.
"It also adds excitement to the male toiletries category, to minimise any post-Christmas lull," she added.
Available in deodorant bodyspray (rsp; £2.69), deodorant stick (£2.29), roll on (£1.99), shower gel (£2.19) and aftershave (£7.45) formats, the new Pulse is said to have a woody' fragrance.
It will replace the Atlantis variant which was launched six years ago.
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TV advertising, which takes up the bulk of the budget, will include a collaboration between the company and a band which is producing a special backing track.
This will be released as a single at the same time as the ad campaign a ground-breaking move for the fmcg industry.
A dance track by new band Room 5 has been chosen in an attempt to reinforce the campaign's spontaneous dance' theme.
Scheduled to hit the small screen at the beginning of February 2003, the ad aims to convey the new fragrance's image as being light and uplifting, energetic and self-assured.
Activity will also include press advertising in March issues of men's consumer magazines, while radio commercials and posters are planned.
Brand manager Jo Teasdale said the strategy of adding a new fragrance to the Lynx stable every year to replace another one had helped it stay fresh, keep current consumers interested and attract new ones.
"It also adds excitement to the male toiletries category, to minimise any post-Christmas lull," she added.
Available in deodorant bodyspray (rsp; £2.69), deodorant stick (£2.29), roll on (£1.99), shower gel (£2.19) and aftershave (£7.45) formats, the new Pulse is said to have a woody' fragrance.
It will replace the Atlantis variant which was launched six years ago.
{{MARKETING }}
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