Unilever has added new variant Lynx 2012: The Final Edition to its men’s toiletries range. It has been inspired by the Mayan calendar which is set to end its final cycle on December 21 when Mayans believe the word will end. The TV ad shows a young man building a wooden boat in preparation for the end of the world. After he builds it, he sprays himself with Lynx and a number of beautiful women appear.
The Final Edition is available as a 150ml body spray with a recommended retail price of £3.25; and a 250ml shower gel at £2.54. The launch has triggered a year-long marketing campaign including a £5.6m TV and digital media spend.