Unilever is persisting with the dual strategy for Axe/Lynx and this BBH campaign, ‘Bring the Quiet,’ for new Lynx Black appears to have surfaced first in Australia – where Axe is Lynx (as it is in the UK).
Lynx Black is described as ‘an understated grooming range,’ which is a new one too.
BBH was supposed to have lost its place at the top of the Axe roster to 72andSunny Amsterdam last year. Maybe this was in production at the time. Or BBH is keeping Lynx while 72andSunny has Axe.
MAA creative scale: 7.