For every Brit thinking about doing Dry January this year, Bulldog Skincare has a message – don’t. The tactical campaign, created in-house with media planning and buying by VCCP Media, has hijacked Dry January to encourage men not to overlook their skin and moisturise during winter.

The campaign is faithful to the brand’s cheeky tone of voice. 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. It will run across D/OOH including big, bold locations such as Liverpool Media Wall, The Screen @ Arndale and London Gateway sites. The full campaign will also include online ads with Metro and social ads targeted at a core audience of men aged 25-44 until January 31.

James Barnes, general manager at Bulldog, stated, “Bulldog understands men, we know that in January we’re always encouraged to try out different things to improve our lives and health. But it’s 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.”

Tess Hulme, head of client leadership at VCCP Media, added, “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.”