Unilever’s Lynx ties with Asos for ‘Peace’ push

Unilever’s Lynx brand is launching a barrage of marketing initiatives to encourage young Britons to positively influence their communities as it ramps up its crusade for “Peace” and promotional support for the sub-brand.


The Mischief PR created activity is the latest for Lynx’s Peace fragrance, developed to support charity Peace One Day, culminating on the annual International Day of Peace this autumn (21 September). The multi-million pound effort is a departure from the master brand’s overly sexual tone and the upcoming phase sees it take its “Make Love, Not War” mantra to the creative industries.

Unilever has enlisted British producer Naughty Boy, Asos and up-and-coming photographer Matthew Lloyd to centre the campaign around three passion points: “Make Beats Not War”, “Make Threads Not War” and “Make Moments Not War”. The unions attempt to inspire the younger generation, including selling the peace-inspired t-shirts created by five young designers through Asos. 

Make Beats sees Naughty Boy bring together three leading artists (to be announced at a later date), for one exclusive track, all in the name of peace.

Make Threads sees a limited edition Lynx peace collection sold through Asos. All net proceeds from the range will be donated to Peace One Day.

Make Moments showcases a collection of photos of local heroes across the UK who have brought peace to their communities. The images were taken by Lloyd and launch alongside an Instagram completion for entrants to capture what peace means to them. The winning images will be included in Lloyd’s peace exhibition later this summer.

The activity centers around content on a TMW-created online hub.

Elsewhere, Lynx has tagged 70ft peace signs on various landmarks, including Tower Bridge and the London Eye. Graffiti artist Smug has also created a peace mural at renowned street art location Leake Street.

The FMCG company’s alliance with Peace One Day ties directly to its efforts to show it is socially responsible.

Unilever chief executive Paul Polman, who detailed the tie-up to Marketing Week, said it was focused on more than fund raising.

He adds: “It is imperative for businesses to be involved with organisations like Peace One Day, whose efforts make society function better, because when society functions better, businesses ultimately do better too.”

To find out more about Unilver’s plans for Lynx, look out for our upcoming profile with Unilever CEO Paul Polman and Peace One Day founder Jeremy Gilley later this week. 

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