Telegraph: Laddish Lynx has gone transgender – but is Mainstream Man ready?

The Telegraph wrote about the new Lynx campaign: "Laddish Lynx has gone transgender – but is Mainstream Man ready?" calling it a "spectacular branding U-turn".

Adds advertising guru Åsk Wäppling: “They are probably looking for fawning press about how brave this poster is. This is, confusingly, a man’s scent but for ungendered people”.

For the record, I never said that my title was "guru", and spent more time elborating on unisex scents.

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.