Lynx and Marmite social-distancing deodorant attracts nationwide coverage

W Communications delivered the media strategy, campaign assets and framing of the unusual collaboration to create the "world’s first social-distancing deo".

Has there been a more divisive deodorant launch?
Has there been a more divisive deodorant launch?

The campaign to launch a Lynx and Marmite deodorant has secured more than 150 pieces of coverage, including a segment on Good Morning Britain on Friday.

Last week, Lynx Africa and Marmite joined forces to launch a body spray and wash for the social-distancing era, targeting consumers that are looking for more of an “anti-people body spray”.

W Communications created and activated a media strategy and framed the new scent as the "world’s first social distancing deo". The agency was also responsible for creating an information card and social-distancing blankets that are being sent to influencers this week. Assets to support the campaign have been also created by the W studio.

Makers of the body spray claimed it will keep the haters away and lovers close(ish). The scent is described as "a Marmite-y magnet", combining “aromatic notes of lavandin, white moss, and green herbs, along with woody profiles of creamy sandalwood and cedarwood – unexpectedly met with a salty punch of Marmite”.

It has already stirred debate across the media, social media and the country.

“By combining two iconic legends that have shaped dating and breakfast culture across the nation, we have created a product like no other that is sure to get lovers and haters spreading the news,” Lynx brand manager Jamie Brooks said.

“We’ve created the scent for all the lovers, whether that’s Lynx or Marmite, but with the controversial nature of the spread, believe it also might help in keeping the haters at arm’s length.”

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