Men’s grooming brand Dr Squatch has teamed up with MMA fighter turned reality TV star Paddy the Baddy Pimblett as its latest brand ambassador.
To launch the partnership, they’ve kicked off a week-long OOH campaign across Liverpool, with a lot more to come, in a move that reflects Dr. Squatch’s growing focus on the UK market.
The new billboards feature the star front and center in Dr Squatch’s classic “You Stink” campaign – adding a playful twist that’s hard to miss in the heart of Liverpool. The digital placements are live now across eight Liverpool locations, including Central Station, Boxpark, and Aintree.
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Pimblett said: “The thing about Scousers is, we always like to smell good. And as a professional athlete, I understand the importance of natural goodness, so partnering with Dr Squatch, with their sweet smells and natural products, is a perfect fit.”
This marks the first public activation in the new partnership between Paddy Pimblett and Dr Squatch, bringing together two bold, irreverent forces known for making noise at cultural flashpoints.
Pimblett is no stranger to brand partnerships. The UFC star has already launched his own Paddy ‘The Baddy’ Pimblett-branded Body Fuel sports drink in collaboration with Applied Nutrition, the Liverpool-based maker of sports nutrition products. Earlier this year he also featured in his first large-scale campaign with Under Armour and JD Sports, headlining the Here to Win campaign – an “unapologetic statement of grit, determination, and dominance” on billboards in city centres across the UK.
Last year, meanwhile, Pimblett became a TV star as he teamed up with fellow scouse UFC star Molly McCann for BBC Three commission Paddy & Molly: Show No Mersey, a fly-on-the-wall doc following the lives and careers of the pair as they enter the next phase of their professional and personal lives. The show followed the Liverpool natives and best friends inside and outside of the cage as they took on the biggest fights of their lives – which will determine their legacy in the MMA world – while juggling their relationships with friends and family.
