LYNXjet takes flight.

November 7, 2005

Unilever’s leading male deodorant brand LYNX has created a world first by launching its own international airline – LYNXjet.

The project was a collaborative effort between Unilever and its LYNX communication agencies - Lowe Hunt, Draft and Universal McCann. The airline itself was the brainchild of LYNX’s longstanding creative agency Lowe Hunt and aims to bring the sexy LYNX brand personality to life. The airline’s launch is seen by Unilever management as an innovative way of strengthening and deepening the brand’s relationship with its core young male target audience.

The LYNXjet on board experience will be quite unlike any other airline – with unparalleled LYNX-inspired entertainment options and service. A frequent flyer programme – the LYNXjet Mile High Club – is also planned, with its own unique access and privileges.

Adam Lance, Creative Director of Lowe Hunt, comments: “It’s a once in a lifetime opportunity to be involved with launching an airline. Doing so with a brand like LYNX and out-Bransoning Branson along the way makes it doubly special.”

In a multi-faceted launch activation, LYNXjet takes to the skies in November, having been unveiled via high profile activity with a 30” TVC on free to air from Sunday 13th November.
30” radio spots on the Nova network will also begin on 13th November. At the same time the lynxjet.com website – developed by Draft – will go live and will enable visitors to book trips online. A commemorative special edition LYNX deodorant – also called LYNXjet – will be introduced to mark the arrival of the new airline.

Anthony Toovey, Unilever’s Senior Brand Manager responsible for LYNX, added “In LYNXjet we have the opportunity to make the fantasies that have always been a core part of the LYNX brand, come to life. This is a ground-breaking activation for Unilever globally and we’re enormously proud of it.”