Lynx Apollo ASDA UK Brand Activation Campaign

Strategically driven brand activation campaigns must connect instantly with shoppers at the point of purchase. However, the tricky part of a shopper marketing campaign is identifying that the shopper is not always your consumer. I was involved in defining the retail activation creative strategy for Unilever's Lynx Apollo campaign. The retail activation campaign bespoke to ASDA UK had to work in synergy with the ATL campaign. The consumer was typically a 16-18-year-old male teenager, the shopper was his mum, so the 'Leave a man, come back a hero' ATL line had no relevance to the shopper. I proposed the brand activation line of 'Heroes Wanted', which appealed to mum's shopping for their son's toiletries. The experiential and in-store campaign that was born out of this creative strategy was passed around Unilever on a global level as best practice shopper marketing.