Unilever-owned Lynx deodorant has launched a new campaign fronted by boxer Anthony Joshua, with the tagline #isitokforguys, which challenges perceptions of manly stereotypes.  

The search-driven campaign is the latest initiative to transform the brand from its previous advertising strategies, which saw the brand market the deodorants at helping men attract women. However, in a bid to move past its teenage audience, Lynx has created more diverse campaigns that challenges this concept.

Activity will take place in the US and UK throughout the year, while the campaign will be rolled out across all the brand’s social media channels.  

Following on from the brand’s ‘Find Your Magic’ campaign, the new advertising, also created by 72andSunny Amsterdam, encourages consumers to search terms on Google, such as ‘Is it OK for men to do Yoga’, with results showing positive answers from Joshua and other male role models.

Rik Strubel, Lynx’s Global Vice President at Unilever, told The Drum, ““We want guys to see there’s no holds barred on what men can or cannot be. We need to help more men by tackling toxic masculinity, head on.
“Our aim is to create an inclusive society where everyone – men and women – can be who they damn well want to be.”