Unilever’s Lynx (or Axe, depending on where you are in the world) is launching its first women’s line extension Attract for Her body spray, except it’s not really because it’s not be marketed specifically at women but they can buy it if they want to. All clear?
Lynx (or Axe) is a hugely successful brand despite Unilever’s apparent indecision about what to do with it, or even call it. So this ad (by BBH presumably) seems to be trying to have it both ways too.
Oh well, I don’t understand the strategy either.