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.
Set in a gym post-workout, the clip uses a typical ‘everyman’ instead of a chiselled model as a point of principle and will be supported by two made-for-social spots.
“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.
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“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.”
