Duke Cannon Launches 'Earn Your Clean' Platform Celebrating Hard Work and Grit

The “Earn Your Clean” platform, which kicks off with two :30 films, coincides with new packaging across the entire brand. The films celebrate two different hard-working men whose contributions are vital yet often overlooked - a septic tank cleaner who’s job is tackling heavily used porta potties, and the anonymous man inside Iowa State’s mascot suit whose thankless job is to hype up the fans. Both films have a vintage, nostalgic look to them, tapping into the old-school values of the brand - making simple, high-quality grooming products that meet the high standards of hard-working men.

“In a crowded category with brands screaming at guys to be clean, we wanted to take a different approach and tell guys to do the exact opposite,” says Duke Cannon CMO Oliver Perez. “It’s a point of view that aligns perfectly with Duke Cannon’s tradition of celebrating hard work and grit. Because a good shower is kind of a waste of time unless you’ve put in the work to deserve it.”

“We wanted these to feel like relics from the 70’s or 80’s - not parodies of them, but authentically made from another time. A time where people wanted a straightforward hard working product, and appreciated advertising that delivered the message in the same way. But obviously done with a modern, tongue-in-cheek twist."