The purrrrfect idea? Lynx drops catnip edition (and it’s not an April Fools)

As the owner of a highly judgemental cat, I couldn’t ignore Lynx’s latest drop, says Hannah Jackson, creative director, Pangolin.

As the owner of a highly judgemental cat, I couldn’t ignore Lynx’ latest drop, says Hannah Jackson, creative director, Pangolin.

Following research revealing that 60% of cat owners wouldn’t date someone their cat dislikes, Lynx has launched a limited-edition fragrance designed to charm both humans and their feline companions.

Infused with actual catnip, or as the ad describes it, “nature’s love potion for felines” – the scent is guaranteed to win over any love interest’s fur baby.

But is Lynx’s attraction-based messaging still relevant today?

Over the years, Lynx has faced its fair share of backlash, with the ASA even banning some ads. The infamous “Lynx Effect” spot from 2006, featuring bikini-clad women chasing a man drenched in Lynx on a beach, hasn’t exactly aged well and should be left firmly in the noughties with ZOO magazine.

Recognising this, Lynx has tried to move away from its “laddish” image, embracing themes of empowerment and challenging traditional stereotypes of masculinity. Campaigns like Find Your Magic showed a shift in tone and message.

Fast-forward to 2024, and “The Lynx Effect” made a return, but with a twist. The Power of a Fragrance campaign nodded to the brand’s history of using fragrance to ignite attraction. The documentary-like commentary, including an ad where a woman planning a heist is distracted by the scent of a restaurant manager, brought that signature Lynx humour back.

Even more recently, the brand’s US-version launched a scratch-and-sniff advert, taking advantage of a practical technology. 

So, is focusing on the product benefit of attracting people still relevant? In my opinion, yes – as long as the tone is right, which in Lynx’s case, it absolutely is. After all, scent still plays a significant role in attraction, doesn’t it?

With the Catnip edition, Lynx has found a fun and fresh way to land the message they are most known for. The insight is solid, the product is a first, and the creative delivery is on point.

Is it bonkers? Yes. That’s why I love it. Have I been exposed to too much catnip? Maybe. But who’s judging?