Dr. Squatch and Small World Know That Britain Stinks

Dr. Squatch’s first UK campaign is a tongue-in-cheek rallying cry to men across the nation. Developed in partnership with Dr. Squatch’s new creative agency, °Small World, and co-written with UK comedian Red Richardson, the campaign hits a timely note with UK consumers fed up with the state of the nation and hoping for better on the horizon. 

Red plays an Anchor Man style news presenter who frantically sympathises with the men of Britain on just why the nation stinks before offering a small but helpful first step to clean up the country's act and imbue it with a more refreshing scent, Dr. Squatch!

This campaign is part of a concerted global expansion for the decade-old brand, which has seen a meteoric rise to $400M+ in revenue. °Small World are also working with the brand for its launch into Australia. Their natural personal care products are available at Waitrose stores nationwide and online here, making it easy to smell great, even when things might "stink."

The regionally targeted campaign, delivered by Goodstuff, will be hitting TV screens via Video platforms, complemented by OOH presence across the London Underground, London Buses and large digital format sites across key London suburbs. 

John Ludeke, Dr. Squatch VP of marketing, commented, “Small World has been a great creative partner as we work to bring our unique brand voice to the UK. The work with Red is funny, irreverent and feels like it wouldn’t be out of place on a late-night sketch show. It hits the cultural tone of the nation while also being unique to our Dr. Squatch sense of humour. We’re excited to be working with Small World to make a splash across the pond, and beyond.”

Harvey Austin, managing partner at °Small World, added, “Dr. Squatch is a rare breed of challenger brand that, despite meteoric growth, has managed to retain its unique tone of voice. That’s why we’re delighted to bring their rare humour to the UK. Not to mention getting to work with a comedian collaborator, something we’re all too familiar with doing given our belief in building unorthodox teams.

Pete Hinton, planning director at Goodstuff, “We’re extremely excited for this campaign to finally be out for Londoners to see. The blend of channels we’re live across are the perfect fit for our Dr Squatch audience, and the brilliant, humorous creative executions will only help amplify the media.”

Red Richardson, comedian said, “Let’s face it Britain, we stink.. You can’t walk down the street without vomiting. That’s why I’ve teamed up with Dr. Squatch. They’re giving British men a chance to refresh themselves with proper scents like Pine Tar and Wood Barrel Bourbon. It’s time we bring a breath of fresh air to the everyday – and Dr. Squatch is leading the way to help men live happier and healthier lives.”