Bauer Media and Unilever have teamed up for a six-figure, cross-platform campaign to promote the launch of the newest addition to the LYNX range, LYNX Instinct.
The deal, which was brokered by Mindshare, will begin today and last for five weeks on the Big City network as the first sponsor of the IN:DEMAND programme.
Activity will also take place on Kiss Breakfast and Kerrang!’s Evening Show.
Andy Roberts, Group Programme Director Kiss said: "The activity across our programming allows us to have fun and amplify the "Man Leather" creative that LYNX is running. Listeners will be able to interact with our key shows and win great prizes through the whole of the campaign thanks to the LYNX Instinct range.”
Cate Murden, Business Director, Mindshare Invention, said: “The Kiss, Kerrang! and BCN brands reached the desired audience of 15 to 24-year-old men across the UK and we are looking forward to seeing the ‘Unleash The Man Leather’ campaign sweep the country.”
“Unilever are strong believers in associative communications and this campaign will involve lots of fun audio, born out of real engagement with core consumers and no doubt will produce some great results.”