Dr. Squatch, the U.S. males’s private care model acquired by Unilever in June, says trendy manhood has turn out to be too tame. Now it’s inviting clients into an unapologetically masculine utopia.
The model recognized for its viral social stunts has launched “Manlandia,” a fictional frontier stocked with daring scents and pure substances, the place males can get away of the grind and be at one with their internal manliness.
A tongue-in-cheek collection of 30-second spots stars actor Alan Ritchson, who celebrates males doing unfiltered “man stuff,” resembling loudly soloing on an electrical guitar and ripping logs aside with their naked arms. It’s all set to a rallying refrain of “Sure, you man!”
Within the U.S., the marketing campaign will run throughout TV, digital, and social, with Ritchson guiding viewers via Manlandia’s wildest corners.
Adverts within the U.Ok. and Australia will characteristic Liverpudlian UFC star Paddy “The Baddy” Pimblett and Aussie rugby union legend Nick “The Honey Badger” Cummins, respectively.
John Ludeke, senior vice chairman of world advertising at Dr. Squatch, mentioned the “Manlandia” idea is the newest illustration of a model mission to assist males “stay more healthy lives with merchandise that make them really feel and odor like a champion.”
The marketing campaign is “deepens our emotional reference to shoppers and creates a spot the place males can unapologetically be themselves, as a result of manliness is pure, and naturalness is manly,” he mentioned in a press release.
Ritchson, star of Reacher, Smallville, and The Ministry of Ungentlemanly Warfare, has turn out to be a delegated Dr. Squatch “Sure Man-in-Chief.” He added that “Manlandia” is “about giving males permission to simply be themselves. Too typically life pulls us into routines that make us overlook the grit and enjoyable of being a person.”
Kyle Beiermeister directed “Manlandia” via manufacturing firm Echobend Footage. Small World developed the U.Ok. element.
Dr. Squatch’s newest marketing campaign comes three months after it went viral for promoting cleaning soap infused with actress Sydney Sweeney’s bathwater. A million followers entered the giveaway inside 5 days.
