Men’s care brand Rock Face pulled off a bold city-centre stunt last week as part of its “Make Scents” campaign, taking a swipe at the puffed-up world of celebrity fragrance marketing, and delivering a clear message that smelling great doesn’t need a blockbuster budget.
Passers-by in Manchester and Salford did a double take as a Johnny Depp lookalike, rapidly dubbed “Job-lot Johnny”, was spotted handing out free bottles of Rock Face, the men’s care brand making waves with its no-nonsense, great-smelling product range.
The stunt, part of Rock Face’s ‘Make Scents’ campaign, was more than just a celebrity prank, it was a strategic, tongue-in-cheek challenge to the high-gloss, over-the-top world of men’s fragrance advertising. And it hit the mark.
Timed to coincide with the Manchester United match, the campaign saw the Depp double roaming city streets, mingling with fans, snapping selfies and, of course, handing out samples. Locations included the Northern Quarter, Piccadilly Gardens, Market Street, and beyond, generating buzz both on the ground and online.
“We wanted to have a bit of fun with it,” said Rock Face CEO James Wilkinson.
“Let’s be honest, no one buys aftershave because a Hollywood ledge struts around sweaty in the Sahara. It should be about smelling great without blowing your budget, no sandstorms, no taking yourself too seriously, just a great smelling spray that actually works.”
The campaign poked fun at over-the-top fragrance ads, think pouting, sunglasses-at-night A-listers playing electric guitars in the desert, with its own cheeky slogan: “Sweaty Desert Guy Smells Awful. We Smell Amazing.”
The message was reinforced with a large-scale outdoors takeover, including the Victoria Warehouse ad screen and a mobile billboard tour across Manchester city centre. The ad van alone delivered 35,560 impressions, with an even gender split – proof that women care just as much about men’s scent as men do.
Beyond the laughs, the stunt reflected Rock Face’s core brand position, premium-quality, expertly formulated body sprays, deodorants, shower gels and skincare products at everyday prices. Developed by world-class perfumers, Rock Face aims to give consumers cologne-grade freshness without the ego or the price tag.
The range is stocked nationwide at Tesco, ASDA, Sainsbury’s, Boots, Waitrose, Ocado and Amazon.
With a playful tone and growing market presence, Rock Face continues to carve out space as a men’s grooming brand that smells great and doesn’t take itself too seriously.
