Marketing Beat Bulldog

Marketing Beat


Bulldog ditches male models for down-to-earth campaign

Written by Tom West

Men’s grooming brand Bulldog has unveiled an integrated campaign to promote its new range of naturally-propelled spray deodorants that are ‘1% gas and 99% product’.

Spearheaded by a 15-second hero film created by Brighton agency Be The Fox, the campaign encourages consumers to ‘dodge’ the noxious fumes of Bulldog’s competitors by using its ‘naturally-propelled’ alternative.

“We’re thrilled to introduce these new products, providing men with refreshing, long-lasting deodorants that eliminate the hassle of traditional sprays,” Bulldog Skincare global brand manager, Adam Wilkie said. “This new campaign perfectly communicates the distinctive features of our new deodorants while capturing the no-nonsense, relatable feel of our brand. I can’t wait to see it live.”

Running across Meta, YouTube and TikTok in the UK, the brand’s creative will also be pushed out to video-on-demand platforms in the French market.

Be The Fox executive producer and co-founder Megan Price added: “The creative reiterates that “Bulldog Understand Men”, dramatising a common problem in a way that is funny and relatable, and quickly showcasing how the new product will resolve this daily challenge.

“Our creative isn’t based on showing half naked, model-like men, it’s about showing the benefits of the product to the man in the street.”

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