Bulldog, a natural skincare brand for men, is partnering with Dave TV in an on-pack promotion to engage with male consumers. The promotion will run from October on the front of packs of Bulldog Original Moisturiser. Consumers can enter the competition to win prizes including entertainment systems via Dave’s online platform joindave.co.uk
Since the start of this year, the skincare brand has partnered with STA Travel, Samsung and Saracens rugby club as part of a drive to maintain its position in the male grooming sector. The promotion was negotiated by partnership marketing agency, Mediator.
Ben Grace, marketing director of Bulldog Natural Grooming says: “Dave has an outstanding record in engaging with a male focused audience so it was a perfect fit for Bulldog. Brand partnerships will continue to play a vital role in our marketing strategy as we pursue our mission to have a Bulldog product in every bathroom in Britain.”
In June, UKTV marketing director Tom Lucas announced he was looking for opportunities for the Dave brand in different categories. “I envisage Dave in a partnership with, say, Lynx to launch Dave deodorant. Or tie-ups that could see a chain of Dave pubs or Dave Live comedy events, or even a Dave credit card. The brand could work in some interesting categories.”
Dave launched in 2007 replacing UKTV’s G2 channel and targets 16- to 34-year-old males with programmes including Top Gear, QI and Never Mind The Buzzcocks.