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Torch unleashes anarchy

30 Mar 2012, Posted by TorchMedia in Grocery, News

For the launch of the innovative new Lynx range, Anarchy, Unilever worked with TorchMedia to develop a larger than life in-store campaign demanding the attention shoppers passing the male grooming section. Anarchy is a first of its kind for Lynx offering a male and female variant. Strong in store presence was an integral objective to ensure females are aware of the new offering.

Duncan Robertson, Senior Brand Manager for Male Grooming Brands, said supporting our brands in-store is crucial in influencing shopper behaviour. “The new larger format 3D floor is an important part of launching our new product range,” He explained. “Given the introduction of the female variant, Anarchy needed to stand out and Torch had the perfect execution to create maximum impact at the shelf”.

The in-store campaign designed by Soap Creative, in line with TVC and social executions will run throughout March and April. The format has been developed specifically for Lynx. The new look floor decal dominants the male grooming category delivering maximum impact at the point of purchase.

Kirsty Dollisson, GM, Marketing & Commercial for TorchMedia, said the first of a kind execution illustrates the importance of flexibility when marketing brands in-store. “These new ideas are giving brands the opportunity to think outside the square” she said. “Torch has a long running practice of creating solutions to meet manufacturer’s needs in-store.”

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