When Dr. Squatch set out to enter the private hygiene space with their new line of “Ball Care” products, Made You Feel’s assignment was to create a disruptive and memorable launch moment to grab headlines and insert the brand into culture. Also imperative was remaining authentic to Dr. Squatch’s mission to educate men through entertainment, and creatively fitting under an insurance-themed “Ball-to-Ball Coverage” advertising campaign.
The primary goal of the campaign was to drive earned media coverage for Dr. Squatch’s new Ball Care line to establish the brand as the go-to for men’s personal care. Beyond product awareness, we sought to capture cultural attention and spark widespread conversation, driving both engagement and sales by associating humor with health in a memorable, shareable way.
Strategy
A Dr. Squatch survey revealed that 81% of men experience below-the-belt concerns such as hygiene, 73% struggle with excessive sweating, and 70% deal with persistent odor. Despite these common issues, only 33% of men take action to address them. This is driven by longstanding cultural taboos surrounding male hygiene, with men often feeling embarrassed or uncomfortable discussing personal care needs related to intimate areas.
Dr. Squatch has also learned that men respond well to content that approaches sensitive or uncomfortable topics with humor and candor, rather than being clinical or perpetuating shame. Few brands have been able to accomplish this when it comes to private hygiene, thus doing nothing to break down barriers. We saw an opportunity to destigmatize conversations around male private hygiene and empower men to take better care of themselves.
We partnered with Nick Cannon and secured a legitimate $10 million insurance policy on his "golden gonads." This stunt tapped into Nick’s cultural relevance and large family tree of 12 children, while aligning with Dr. Squatch’s humorous and bold brand voice. The insurance became a metaphor for the importance of male hygiene, with Cannon’s assets humorously valued using Dr. Squatch’s interactive Ball Valuation Tool.
To support the stunt, Dr. Squatch and Made You Feel developed an integrated strategy across earned media, content, and owned and paid social media channels that made Dr. Squatch’’’s new Ball Care line the most talked about product launch and made Dr. Squatch relevant within the zeitgeist to inspire action.
Execution
The campaign’s success hinged on orchestrated tactics across multiple platforms, engaging content, and a strong social media presence. The goal was to generate excitement around below-the-belt care through humor and shareable content. These tactics included:
The campaign unfolded with coordinated efforts:
The idea was bold enough to catapult a niche product launch beyond commerce and into creative culture, and exceeded expectations on every front:
The campaign’s unique approach not only captured immediate attention but also fostered ongoing discussion and interaction, resulting in a second wave of media coverage months after the initial launch. The brand successfully sparked a cultural conversation about private care and broke taboos with humor, education, and authenticity.
