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Below the Belt taps Lucky Generals for creative

Below the Belt

Men’s grooming brand Below the Belt – purveyor of products such as Sports Lubricant, Fresh and Dry Balls and Waterless Shower – has hired Lucky Generals to lead its creative efforts.

There was no pitch or intermediary involved with the brand previously having manged its advertising in-house which resulted in the popular Below the Belt for Wimbledon (‘Djokitch’) press execution.

But, the two-year old brand is now looking to expand onto more channels, with Lucky Generals planning to guide it through film, social media and strategic partnerships.

Below the Belt co-founder Jonathan Durden said: "Lucky Generals are the best agency in town right now and know how to get brands talked about in popular culture. I'm looking forward to having a lot of fun together."

Danny Brooke-Taylor, creative founder of Lucky Generals, added: "We love working with fellow entrepreneurs and like the fact that Below the Belt is pioneering a completely new category. It's a disruptive product and deserves communications to match."

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