Tongue-in-cheek marketing rolls out across UK
MEN’S bodycare brand Rock Face has launched a new marketing campaign to grab the attention of shoppers with some tongue-in-cheek ads.
Dubbed the ‘Make Scents’ campaign, the new marketing highlights Rock Face’s range of male toiletries and body sprays and pokes fun at the cliched tropes of typical men’s fragrance ads from crashing waves to “pouting celebrities in the desert”.
In one of the creatives called ‘Sweaty Desert Guy Smells Awful. We Smell Amazing’, Rock Face smashes through the image to highlight the brand with a clear-cut, no-nonsense ad.
Rock Face offers consumers a vast range of deodorants, body spray, shower gels and skincare across a range of variants and scents including Rock Face Original, Rock Face Power and Rock Face Refined.
The ad placements can be found across train stations, bus stops as well as major shopping areas to ensure consumers are aware of the product range.
The brand’s range of products can be found across Tesco, Asda, Boots, Sainsbury’s and Waitrose stores as well as online via Amazon and offers, what the firm calls, a range of “top-tier, affordable” grooming essentials.
James Wilkinson, chief executive at Rock Face, said: “It’s always hard to get your advertising campaign to stand out, so we stayed true to our values of creating aftershave quality scents with no gold-plated nonsense. Some are hailing it as the ‘campaign of the scentury’.
“Having worked in fragrances for four years, I’ve always cringed at the industry’s over-the-top advertising. To literally punch a hole through the nonsense and celebrate the good-natured humour of Brits feels fantastic.
“This is just the beginning. We’re here to shake up men’s grooming, one legendary scent at a time. With its biggest campaign yet, Rock Face is making sure no one forgets what it means to smell amazing.”
