Bauer launches new LYNX promotion deal

Bauer Media and Unilever have launched a six-figure cross-platform campaign to promote the launch of the newest addition to the LYNX deodorant range.

The ‘Unleash The Man Leather’ campaign, which will kick-start on January 19 and run for five weeks, will see LYNX Instinct exclusively sponsor radio promotions, adverts and features across Bauer’s radio stations Kiss and Kerrang!.

LYNX Instinct is also set to become the first ever sponsor of Big City Network’s IN:DEMAND programme across the UK.

According to Bauer and Unilever, “listeners to Kiss Breakfast, Kerrang!’s Evening Show and BCN’s IN:DEMAND will be encouraged to embrace their masculinity and have the confidence to rediscover their primal side by ‘roaring’ on air”.

The multilayered campaign will also call on radio audiences to develop their own LYNX-themed content that will be integrated into the overall campaign.

Darren Coomansingh, strategic account director at Bauer Media, said: “It is fantastic to be working again with Unilever and LYNX and a huge coup to be introducing LYNX Instinct to our millions of listeners across the UK. This targeted, exclusive campaign is sure to be unconventional and unforgettable.”

Andy Roberts, Kiss’ group programme director, added: “The activity across our programming allows us to have fun and amplify the ‘Man Leather’ creative that LYNX is running. Listeners will be able to interact with our key shows and win great prizes through the whole of the campaign.”

Bauer Advertising: www.baueradvertising.co.uk