Lynx deodorant has been a UK youth icon for 17 years. Used by 75% of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Label's equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success, fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.