LONDON, UK – Lynx and LOLA MullenLowe are introducing Lynx with Catnip, the first-ever body fragrance designed to charm both humans and their feline companions.
It all started with a surprising revelation: according to a Censuswide study, a whopping 60% of cat owners wouldn’t date someone their cat dislikes. Which means failing the cat test means you’re officially out. Recognizing this feline gatekeeping dilemma, Lynx decided to take action.
Catnip isn’t just a cute cat toy filler – it’s nature’s ultimate love potion for felines. Packed with nepetalactone, it triggers the same pheromonal response as a cat’s natural instincts, making them instantly curious and affectionate. In other words, if her cat loves you, your odds just skyrocketed.
“Once we spotted such a powerful insight, we just had to build a product around it. But it was no easy task. Fortunately, we had a bold client willing to take it on. With their expertise in fragrance development, we didn’t just create a campaign—we created a one-of-a-kind product.” said Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe.
“Confidence is key—but let’s be honest, if her cat isn’t on board, you’re in trouble. With Lynx with Catnip, we’re giving guys an edge. This idea takes our purpose as a brand and our platform, ‘The Power of a Fragrance,’ to a whole new level.” added Caroline Gregory, Global Brand Director, AXE & Lynx.
Directed by Andreas Nilsson, the campaign film captures the hilarious and unexpected moments of winning over both your date and their feline friend. With Lynx’s signature humor at the forefront, the campaign extends across print, OOH, audio, guerrilla marketing, and a bold social push which aims to transform every “cat hates guy” story into a modern love tale.
Launched initially in the UK, Lynx with Catnip is already making waves, with potential expansion on the horizon. Who knew that the secret to attraction could come in a bottle—one that makes cats purr and hearts race?
CREDITS
Client: Unilever
Brand: Lynx
Campaign: Lynx – “Catnip” Product launch and film
Lynx Team:
Global Brand Director: Caroline Gregory
Global Brand Manager: Matthew Yocum
Global Assistant Brand Manager: Gareth Roberts
Lynx Marketing Manager: Josh Plimmer
Unilever PC Head of Media: Clare Fineberg
Unilever Global Head of Safety, Environmental & Regulatory Science: Julia Fentem
Regional Senior Advertising Producer Unilever: Attilio Gianfrancesco
Unilever R&D : Benjamin Liu
Tagasako Fragrance Development team:
Sylvain Eyruad
Jonathan Warr
Jacob Varela
Celine Carraze
Damienne Couvant
Aurelie Brogniart
Martin Cowen
Stephanie Sebastiao
Lead Agency: LOLA Mullenlowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Jorge Zacher, Dante Zamboni
Social Creative Director: Maria García Campos
Associate Creative Director: Diego Vieira
Copywriter: Marcos Colombres, Josefina Mateo
Art Director: Fabio Tridenti, Ezequiel Scarpini
Social media creatives: Alexander Peck, Ben Willis
Social media manager: Ana Teijeiro
Social visual designer: Rodrigo Muñoz
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Cristina Panea
Account Manager: Paula Portela
Head of production: Felipe Calviño
Producer: Marina Saro
Production House – CANADÁ
Direction: Andreas Nilsson
Executive Producer: Victor Mata
Producer: Christy Alcaraz
Production Manager: Dani Molina
DOP: Lasse Frank
Production Designer: Jon Blud
Wardrobe: Violeta Comella
MU & Hair: Andrea Trenado
Editor: Jonnie Scarlett (The Quarry)
Post Production Coordinator: Marina Martínez
Postproduction House: Melt Creative
Color correction: Xavi Santolaya
Sound: IXYXI
Music Agency: Big Sync Music
Senior Music Supervisor: Alicia Leinot
