Men’s grooming brand Duke Cannon has appointed independent creative agency Quality Meats as its Agency of Record (AOR) following a competitive review. The partnership will see the agency develop a bold new brand platform that emphasizes Duke Cannon’s core values of grit, hard work, and rugged authenticity.
The collaboration will include a comprehensive revamp of Duke Cannon’s presence across all consumer touchpoints, including video, activations, social media, retail, and more. With an ambitious scope of work, the initiative aims to redefine the brand’s identity in the increasingly competitive men’s grooming market.
“We were drawn to Quality Meats’ impressive level of strategic thinking, collaborative working style, and vision for the brand that truly celebrates the DNA of Duke Cannon—grit and hard work,” said Oliver Pérez, CMO of Duke Cannon. “We’re confident they will not only help evolve our brand but create work that stands out in a crowded category.”
Founded on Veteran’s Day in 2011, Duke Cannon is known for its high-quality, no-nonsense grooming products, including its signature Big Ass Brick of Soap, THICK Body Wash, and Proper Cologne. Originally launched as a direct-to-consumer brand, Duke Cannon quickly expanded into specialty retailers like Carhartt, Duluth Trading Co., and Ace Hardware.
Today, the brand has a presence in over 30,000 retail locations, including major chains like Target, Walmart, CVS, and Walgreens. The company remains committed to its military roots, donating a portion of its profits to veterans’ causes through the Duke Cannon Veteran Fund.
“We’re beyond excited that Duke Cannon chose us to help them break through as a brand that guys everywhere want to lather their bodies with,” said Gordy Sang, Co-Founder and Co-Chief Creative Officer at Quality Meats. “As an agency, we share a lot of the same straightforward no-BS values, so I think we’re gonna have a lot of fun and smell pretty darn good while doing it.”
The first campaign from Quality Meats is set to launch in March 2025, alongside a refreshed packaging design, signaling a bold new chapter for Duke Cannon in the men’s grooming space.
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