We all loved the Lynx adverts of old, good looking boys and (mainly) girls all being a bit daft and a bit gorgeous.
Checking out Unilever's new marketing strategy, they are most focused on chaps having fun, but there is a deeper message that I didn't really think would resonate with a Lynx audience.
Its initiative with CALM has increased awareness of the terribly high suicide rate in young men, they have raised awareness that blokes also have eating disorders and that talking about mental health issues is not 'unmanly'.
There's a long way to go, but Lynx have grasped the mettle and taken their advertising to a level that keeps us laughing - but also lets us know there is some really scary stuff out there for boys (and girls) - and it’s alright to talk about it.
Lynx says it has been “overwhelmed” by the positive reactions to its new, more serious, brand positioning, but adds its future communications will also look to entertain. It started a brand overhaul nearly three years ago, when it moved away from ‘babes in bikinis’ to focus on more pressing issues. Last year, for example, it honed in on raising awareness of male suicide in partnership with charity CALM.