LeLynx.fr returns to TV with new mascot Malynx
- Aug 5
- 2 min read
Updated: 5 days ago
TL;DR: Insurance comparison site LeLynx.fr is back on national French TV with a new mascot, Malynx, reviving its famous slogan and leaning into purchasing-power anxieties as consumers reassess ageing insurance contracts.
Insurance comparison site LeLynx.fr returned to national French television on 27 July 2026 with a campaign by agency Hors Écran, introducing a new mascot, Malynx, and reviving the well-known 'Malynx, LeLynx' slogan.
The spot shows a couple weighing up a car purchase and its insurance costs before Malynx demonstrates how to compare offers. It runs in 30- and 20-second formats across TF1, France Télévisions, M6 and TNT channels, with media handled by Mediaplus.
A purchasing-power play
The strategic angle is timely: with French households scrutinising every recurring cost, LeLynx positions itself around helping consumers reassess ageing insurance contracts and save money. It sells reassurance as much as comparison.
Reviving a familiar mascot and slogan is a shrewd distinctiveness move. In a category where trust and recall matter enormously, leaning on established brand assets is far more efficient than building new ones from scratch.
Why mascots still work
Mascots deliver what marketers call 'fame' — instant recognition and emotional shortcut. For a comparison site competing on visibility, a memorable character is a durable asset that compounds over years of exposure.
Our read: this is textbook distinctive-asset marketing. Rather than chase novelty, LeLynx is reinvesting in the recognisable brand codes that make it easy to remember at the exact moment a consumer decides to compare.
The lesson for brands
Distinctive brand assets — a mascot, a slogan, a sonic cue — are among the highest-ROI investments in marketing, because they make advertising work harder every time it runs. Reviving a proven asset often beats inventing a new one.
The practical takeaway: audit your own distinctive assets. If you have a character, jingle or catchphrase people remember, use it relentlessly rather than resetting your brand every few years.
Quick FAQ
What is LeLynx.fr's new campaign?
A national TV relaunch that began on 27 July 2026, created by agency Hors Écran, introducing a new mascot named Malynx and reviving the 'Malynx, LeLynx' slogan.
Where does it run?
In 30- and 20-second formats across TF1, France Télévisions, M6 and TNT channels, with media planning by Mediaplus.
What is the campaign's angle?
A purchasing-power message encouraging consumers to reassess ageing insurance contracts and compare offers to save money.
— Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
The takeaway: distinctive brand assets like mascots and slogans are high-ROI — reuse what people remember instead of resetting every few years.
Does your brand have a distinctive asset you're under-using — a character, slogan or sound people already know?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: CB News, Packshot Mag.
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Written by Oliver Nikolla-Casado, International Markets Reporter at Marketing Minute
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