Dr. Squatch Soap and Nick Cummins Travel Down Under

Dr. Squatch’s first Australian campaign comes off the back of recent activity in the US and UK. The spot, developed in partnership with Dr. Squatch’s new creative agency, °Small World, parallels mythical animals native to Australia, like the Tasmanian Tiger and the Lithgow Panther, with the brand's namesake - the Sasquatch. 

Nick Cummins, former Rugby Union player and star of The Bachelor Australia, features as a rugged Outback explorer who tells the men of Oz all about this new creature gracing their shores in a delightfully comical tone. The Sasquatch might be unfamiliar to Aussies now, but not for long…

°Small World also worked with the brand for its campaign launch in the UK. Their natural personal care products are available at Woolworths stores nationwide and online here, making it easy to smell great, even while living happier and healthier. 

Goodstuff managed the International roll out of the campaign, with Sydney-based Nunn Media leading on the media planning and buying for the Australian market.

John Ludeke, Dr. Squatch VP of marketing, commented, “Dr. Squatch is working to positively impact the lives of men worldwide with our high-performance natural personal care products, and we are excited to be working with Australia’s Nick Cummins as he personifies the brand extremely well. Small World helped us craft a fun and quirky campaign that helps bring our brand and Nick’s personality to life, and we think it will be a great way to connect with the Aussie audience.”

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. Our challenge with these campaigns has always been translating that into a new market. It’s a challenge we always relish, with our roster of international comedic talent.”

Melanie Otuhouma, group account director at Nunn Media said, “We are pumped to introduce Dr. Squatch’s quality products and unique tone to the Australian market. Leveraging a multi-channel approach, the blend of targeted Video and Outdoor formats will be a powerful combination to not only reach but engage the Dr. Squatch audience. Aussie men are about to meet their new favourite range in a way that is localised and naturally entertaining. It’s just what the Doctor ordered..”