Dr. Squatch, the U.S. males’s private care model acquired by Unilever in June, says fashionable manhood has develop into 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 escape of the grind and be at one with their inside manliness.
A tongue-in-cheek sequence of 30-second spots stars actor Alan Ritchson, who celebrates males doing unfiltered “man stuff,” corresponding to 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 by way of Manlandia’s wildest corners.
Adverts within the U.Okay. and Australia will function Liverpudlian UFC star Paddy “The Baddy” Pimblett and Aussie rugby union legend Nick “The Honey Badger” Cummins, respectively.
John Ludeke, senior vp of worldwide advertising and marketing at Dr. Squatch, stated the “Manlandia” idea is the most recent illustration of a model mission to assist males “reside more healthy lives with merchandise that make them really feel and scent 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 stated in a press release.
