Posted by Dr. Squatch Celebrates Masculine Humor in Manlandia
“Does your back hurt? Do you hate asking for directions? Did you forget to take the trash out on Wednesday?” Dr. Squatch has enlisted Reacher star Alan Ritchson in their latest campaign to promote their all natural soap brand.
The spots are set in a fantasy location known as “Manlandia,” where men can be rugged and masculine guilt-free. Here “men can be dudes, and dudes can be men.”
Ritchson uses quips and testosterone-filled settings like chopping wood and riding motorcycles, to tout the benefits of Dr. Squatch’s all natural soap for the shower – a place hailed as the “only place where a man is truly free.”
“We decided we could launch a campaign that spoke to guys the way they speak to each other and would be a rallying cry for guys to help feel more empowered to be their wild masculine selves,” said John Ludeke, senior vice president of global marketing at Dr. Squatch.
The brand felt Ritchson is someone “men and women really look to as an example of how to be a man in the modern age,” Ludeke said. “[He has] this sense of adventure, of doing different things that are traditionally masculine, but also doing things that aren’t, that relate to being a great father, a great caregiver.”
Dr. Squatch describes themselves as a “purpose-driven brand that focuses on its mission to inspire and educate men to be happier and healthier.” Not just about fun, the development of Manlandia arose from research that focused on key issues in male malaise and mental health.
The brand says Manlandia is “a place to reawaken male spirits and give men an opportunity to embrace masculinity.” To keep it interesting, ads have a cinematic feel and vary in style from infomercials to news reports, to help reach ad-fatigued consumers.
The consumer goods giant, Unilever, acquired Dr. Squatch in September, noting the brand’s “built-in-culture” and “clever digital engagement strategies.” Ludeke says Unilever is an ideal partner for the brand.
“Through our new partnership with Unilever, we’re going to get access to more tools, more support and a lot more information that we can use to grow globally,” he explained. Unilever said it plans to use half its media spend on social channels, a “strategic pivot” that falls in line with how Dr. Squatch has positioned itself as a “disruptor in personal care.”
Will men embrace Manlandia and by association the brand’s line of natural soap? Is a renewed type of masculinity in vogue? Read the full story here.