Lynx Unveils Bold Billboard That Attracts Real Cats

There’s nothing like a product demo that sells itself. And in the world of bold, attention-grabbing advertising, Lynx just pulled off something truly special.

According to a study conducted by Censuswide, 60% of cat owners would dump a partner their cat doesn’t like.

So, to showcase Lynx with Catnip—the first-ever body scent infused with catnip—the brand took over Crystal Palace Park, a site with a deep-rooted connection to the cat community. As the birthplace of the National Cat Club and home to many cat colonies over the years, it was the perfect place for this unique activation. This one-of-a-kind OOH stunt wasn’t just about visibility; it was about drawing in the right audience—actual cats.

Beyond the typical eye candy ad; this billboard was installed with devices that sprayed the fragrance, inviting feline visitors to experience the scent firsthand. The result? A crowd of curious kitties, proving once and for all that Lynx’s newest scent is irresistible—not just to humans, but to our feline friends too.

“A strong idea like Lynx with Catnip gives us the freedom to bring it to life in countless ways—through film, OOH activations, audio, guerrilla tactics, social media, and even more unexpected executions on the horizon,” said Tomás Ostiglia, executive creative director at LOLA MullenLowe.

But it’s not just about the stunt. It’s about the promise: if her cat doesn’t like you, you’re in trouble.

And with Lynx with Catnip, people now have a way to beat the odds and earn the toughest approval.

“Lynx has always been about attraction in its purest form, and this activation brings that idea to life in an unexpectedly fun and engaging way,” said Caroline Gregory, AXE’s global brand director.

The Not-So-Secret Weapon: Catnip

Meet catnip—nature’s love potion for felines. This mint-family plant contains nepetalactone, a compound that mimics cat pheromones, making cats instantly drawn to it. Now, for the first time, it’s been bottled into a fine fragrance. The result? A scent so intriguing, it’ll have even the meanest felines rolling at your feet.