• By Emily Inglis
• Published 07/30/2012

Anyone who knows anything about marketing will tell you perception is everything. If you lack any sort of message your product will fail to reach your intended audience as well as fail to inspire your target group. Advertising is everything and if a company and product do not reach their audience successfully then their sales suffer.

With Lynx this is no different nut unlike most companies, Lynx reaches people with each one of their adverts. A Lynx advert does exactly what it is supposed to. Each advert reaches a consumer in a very different way. Take the Lynx Jet advert. You have a man sitting on a plane being serviced by the sexiest stewardesses you have ever seen. It is simple; Lynx is conveying that if you use their product you will be irresistible to the opposite sex.

This is not so far from the truth, men use antiperspirant when they want to smell nice, preferably done so before they go on a date. Jet has been so well received that it has spawned even more follow up adverts. Each one stresses through sexual undertones the positive benefits of using their product.

Another interesting advert is one named ‘Premature Perspiration’ which once again uses a sexual undertone to showcase the importance of using their product. It also at the core has another message which stresses the importance of being prepared. This ad campaign is aggressive in the sense that it uses attractive women to capture the attention of the male target audience. By doing this, Lynx ensures that there is no need for an age specific campaign nor do they need to worry about details. It is all rather simple, if you use Lynx antiperspirant then you will not only gain the attention of beautiful women but you will also be prepared.

The Lynx advert suggests something more though, it shows us that we never know who we may meet when we are out and that we should always be prepared because a first impression is just that, a first impression and you only ever get one chance to get it right, so make it count the first time around.

About the Author : Emily Inglis is writing about the Lynx advert