Bulldog Skincare has hijacked Dry January – which celebrates going alcohol-free for one month – to encourage men to make sure it’s not their skin that’s going dry.
The cheeky twist on the annual campaign has been spearheaded by VCCP Media and showcases the importance of all-day hydration, highlighting that men shouldn’t skimp on using up all the moisturiser they’ve been given over Christmas.
Running across D/OOH – including top locations such as Liverpool Media Wall, The Screen at Arndale and London Gateway sites – the Non-Dry January campaign will also feature online with Metro and social adverts targeted at a core audience of men aged between 25 and 44.
The campaign, which will run until 31 January, builds on the brand’s identity as a business with “men in mind”.
Subscribe to Marketing Beat for free
Sign up here to get the latest agency-related news sent straight to your inbox each morning
“Bulldog understands men, we know that in January we’re always encouraged to try out different things to improve our lives and health,” said Bulldog general manager James Barnes.
“But its important not to neglect the basics – that moisturiser you got topped up at Christmas? Don’t put it at the back of the cupboard put it on your skin and make sure you don’t go totally dry this Jan.”
VCCP Media head of client leadership Tess Hulme continued: “You may be feeling the effects of overdoing it over the Christmas season and might be considering going dry this Jan. But don’t forget about your skin – that’s something you don’t want to go dry.”
“We wanted to get this message across in a playful and provocative way using Dry Jan as our hook to drive attention and awareness for the importance of skincare,” she added.
