In the UK the Press Complaints Commission (PCC) acted quickly on behalf of St James’ Palace. Pointing out to the press that the pictures had been taken in private and publication would be an intrusion of privacy.
However The Sun newspaper chose to ignore the PCC and on the 24 August they chose to publish the pictures on their front page.
Complaints from the public quickly followed but at the same time a clever idea was developing. Lynx quickly decided to publish a tactical one-off press advert in The Sun on the following Sunday.
Using the same recognisable typeface as the British Government’s WW2 “keep calm and carry on” posters. It apologised to Prince Harry for the Las Vegas debacle. The brand joked that it may have been caused by the “Lynx Effect”. This cleverly tied it in with their long term strategy about its scent making men irresistible to women.