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.

about the author

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.

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