Men’s natural skincare brand Bulldog has signed a deal with comedian David Mitchell and online men’s magazine Channel Flip to create a branded weekly online show.
Called David Mitchell’s Soap Box, the show will be available for free download in the form of a videocast from FHM, iTunes, Channel Flip and various other sites, beginning on February 6.
David Mitchell’s Soap Box is the BAFTA award-winning comic’s first online venture. The shows will consist of three- to five-minute segments of humourous commentary and the rants for which Mitchell, one half of Peep Show duo Mitchell and Webb, is famous. The shows will run for a 20-week period and will cover subjects ranging from football to personal hygiene.
Bulldog co-founder Simon Duffy, who gave up his job at Farenheit 212, the New York-based product innovation arm of Saatchi & Saatchi, to found the brand, says the move is aimed at giving Bulldog a “real point of difference online”. Duffy says the company intends to build a platform in order to interact with its consumers and increase awareness of Bulldog, rather than “advertise at” people.
Bulldog was launched in July 2007 by Duffy and fellow entrepreneur Rhodri Ferrier. The skincare brand is pitched at the mass market, positioned as a reasonably priced natural alternative for men.
The brand was introduced in Sainsbury’s stores, but distribution has since been extended to Waitrose, Superdrug, Planet Organic, Debenhams and Whole Foods (MW July 24, 2008).