US men’s hygiene brand taps the Honey Badger for debut Aussie campaign
Dr. Squatch – a men’s personal care and natural soap brand from the United States – has officially launched in Australia via a campaign starring an Aussie legend.
As part of the ‘Find Dr. Squatch’ campaign, former Australian Wallabies’ rugby player, Nick Cummins (also known as ‘The Honey Badger’) is front and centre in a 30-second film that sees the ex-The Bachelor frontman introducing “a new creature gracing our shores” – Dr. Squatch and its products.
The campaign serves as the first major platform from the grooming brand that is tailored specifically for the Australian market.
It was designed to be playful while encouraging Aussie men to improve on their daily routine with Dr. Squatch’s body wash, soap or deodorant offerings.
“…You’re nuts if you don’t give it a crack,” Cummins says in the film. “Your nuts and crack will thank you when you do.”
Outside of the film, ‘Find Dr. Squatch’ is making use of an out-of-home (OOH) strategy that will see “hundreds of panels across Sydney and Melbourne” leverage humourous messages to connect with audiences, in addition to the campaign’s ‘Natural Soap for Natural Blokes’ statement.
Dr. Squatch is now available online and in Woolworths outlets across Australia.
The OOH campaign will play in market from October 28 to early December.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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