"We could produce a 12-episode branded content series, allow people to write their own ending, post it on Facebook and YouTube and let people vote for the winner. We could get Guy Ritchie to direct it, and offer people the chance to be the star. We can run an in-store competition to name a mystery fragrance and organise a series of flashmobs in international locations. We could then leverage the video content on multiple platforms..."

"Or we could just get 150 girls in swimwear and throw water over them..."

For the record, I'm a big fan of Lynx (which the rest of the world will insist on calling Axe), and the way the men's grooming brand has quietly turned itself around is impressive. I've raved about it before, but the Angels campaign was a stroke of genius (even if there was a slight misfire with the Kelly Brook Facebook app, it happens to the best of us). 

Kelly Brook starred in a video based gaming app for Lynx. They don't like to talk about it. 

When I was at boarding school in the early 90s Lynx was not cool. Forget any quaint notions about boarding school being all tuck shops, cricket matches and scrumping for apples - they are rough, feral places (or at least my one was) where being caught with the wrong brand of trainers/clothing/deodorant made you an open target for public ridicule, and Lynx (sorry guys) was one of those brands. Turning up at a new term with a can of Lynx Africa about your person was not an option, and yet I found myself lingering near the Lynx shelves in Superdrug the other day. Lynx was 25 years old last year, talk about being late to a party!

Lynx ads have been parodied by other brands (surely the highest form of flattery) and some of the work - like Keeping Keeley has been genius. 

It might not have been such a newsworthy turnaround as Old Spice, but it's no less impressive.