| Story | Men’s skincare brand Bulldog Skincare has hijacked Dry January to encourage men not to overlook their skin and to moisturise this Winter, with the help of its media agency VCCP Media. Whilst many men will be “going dry” this January, Bulldog’s cheeky campaign highlights the importance of hydration in their Non-Dry Jan campaign. Over Christmas many men will have received Bulldog products from their friends and family and whilst they may already be considering healthy habits in their resolutions, this new campaign encourages people to moisturise as we reach the peak of cold, bitter, Winter weather, which can really dry out skin. The campaign playfully suggests that going dry is not the answer this January - at least not for your face anyway. Bulldog Skincare launched in the UK in 2007 and is now available in over 30 countries and over 70,000 stores around the world. It was founded as a brand ‘with men in mind’, a no-fuss, non-nonsense solution to help men look after themselves. It only designs products specifically for men’s needs to help them look and feel their best. The creative features Bulldog’s brand mascot and simple, provocative messaging which reads “Don’t go dry this Jan. All day hydration for your face.” It will run across D/OOH including big, bold locations such as Liverpool Media Wall, The Screen @ Arndale and London Gateway sites. The campaign will also encompass online ads with Metro and social ads targeted at a core audience of men aged 25-44 - all media planning and buying is also managed by VCCP Media. |