meet the bulldog' targetjobs breakfast news may 2014
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STRICTLY PRIVATE & CONFIDENTIAL
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IGD Health & BeautyMarch 2014
Simon Duffy, co-founder, Bulldog
Meet the Bulldog – Building a challenger brand in a competitive market
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Our StoryBulldog was created for men who wanted straightforward skincare products packed with natural ingredients
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We Have Built A Solid PlatformOver the last seven years we have carefully built the platform required to manage and grow a leading skincare business
Built manufacturing relationships in the
UK
Formulated and refined product offering
Launched exclusively with Sainsbury’s to better
understand the market
Expanded distribution throughout the UK market
Launched international trial markets in Scandinavia
and the US
Rolled out the brand in thirteen countries
At every stage we have worked with the best partners to deliver industry-leading levels of performance
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Skincare By Men For Men
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Driving Market PerformanceBulldog’s growth is accelerating and we are driving market performance
Market
Men’s Skincare Value Growth last 52 Weeks
Source: Nielsen sales data 52 WE 01.03.14. Includes Facial Cleansers, Facial Care, Post Shave. Only includes brands in the market for 104 weeks
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Great Presentation in Store
Boots
Over the last seven years we have been working hard to improve our distribution footprint in the UK
Waitrose
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Bulldog Around The World
Olive Young – South Korea Sephora – Sweden
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Strong position in Scandinavia and recent launch in South Korea
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Bulldog Around The World
El Corte Inglés – Spain Woolworths – Australia
Exciting launch in Spain and top dog in Australia
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Challenger Brands Start With An Idea
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What’s Wrong With Men’s Skincare?
Slow to the environmental debate
Traditional leaders have been female brands
It’s no surprise that men don’t feel engaged
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Products blend into a sea of sameness
The language used is confusing and alienating
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Brands Swim In A Sea Of Sameness
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Traditionally Female Brands
From This…
Billions have been spent saying something quite specific to women
…To This
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Confusing LanguageIt’s not helpful, it’s not educational and it’s certainly not informative
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Slow To The Environmental DebateKey industry players have been extremely sluggish in responding to the concerns and expectations we all have about the products we use
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Meet The BulldogThere were hundreds of male grooming products out there, but for us they just weren’t cutting the mustard
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Award Winning Products Our Products win awards across the world for their innovation and quality
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Packed With Natural Ingredients We are proud to have been rated at the top of the industry for our ethical stance and see more potential to tell this story to consumers going forward
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Source: The Good Shopping Guide by The Ethical Company Organisation
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Delivered With Lots Of Personality
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Building Our Marketing Mix
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We Are Talking To A Similar AudienceUniversity students and recent graduates are Bulldog’s consumer bullseye
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We Have Been Learning As We GoWe have consistently improved our packaging and presentation
Gen 1 – July 2007 Gen 2 – July 2008 Gen 3 – January 2011
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Working Across Multiple TouchpointsPeople increasingly access brands in a multitude of ways
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Driven By Best In Class PR
GQ
Bulldog is an idea that is relevant to many magazines
NUTS
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Reaching Out In Many Ways
Evening Standard, December 2011
We are constantly looking for new ideas and opportunities for pushing our brand values and message
Lobbying the EU Parliament, June 2011
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Developing An International Dimension
Cosmopolitan - Sweden
Our story travels well internationally and our relationships with foreign journalists are highly valued
M Magazin - Sweden
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What Role Should Social Media Play? Brands need to think carefully about the role of emerging channels in their marketing mix
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Focusing Specifically On BloggersBloggers are an important part of our overall conversation
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Pioneering Content Driven Approach
Youtube
Our “SoapBox” campaign concept won a major industry award and reached more than 20 million people
Award Winning Content
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Role Of Sponsorship
London Wasps, Euro Champions 2007 & League Champions 2008
Sponsorship is an obvious way to reach men but our view on the role it should play in our mix has changed towards grassroots activity
Gllbert Pups, Rugby 7s team, 2011
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Project Clapham FC10 promotions from the Premiership, and developing great continuity between Loughborough students and alumni influencers already in the workforce
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Conventional Channels Play A Role
Outdoor Hero Sites
We have focused on commuter hubs and outdoor hero sites to deliver targeted geographic reach and frequency
National Rail 4 Sheets
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Delivered With Lots Of Personality
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Thank you
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IGD Health & BeautyMarch 2014
Thursday 26 June 2014
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