The soap company, Dr. Squatch, is no stranger to out-of-the-box campaign strategies that are borderline comedic and absurd to entice its target audience. They’ve done it all, from Marvel-inspired soap to Sydney Sweeney’s bathwater. Dr. Squatch just released their new campaign titled “Manlandia,” with Reacher star Alan Ritchson as the face.
In the official ad posted to their Instagram, they caption the video with, “In Manlandia, shirts are optional. Amazing scents? Mandatory. Ladies, treat yourself by giving your man what he deserves. Dr. Squatch.”
To bring the message of the campaign home, Ritchson shows off his impressive pecs, abs, and muscles while shirtless, while also sporting only a pair of blue jeans. He opens the video holding up a deodorant and soap from Dr. Squatch, saying, “Ladies, don’t you wish your man was built in Manlandia?”
He also puts his strength to good use by ripping apart a wooden log, and asking female spectators if they wish their man would listen to their every word, and get their engines going whenever they want. The video ends with Ritchson screaming “Manlandia” while strumming a guitar in front of a remote cabin.
Dr. Squatch’s new campaign is a fun ploy on IFC’s classic quirky comedy series, Portlandia, starring Carrie Brownstein and Fred Armisen, which takes place in Portland, Oregon.
“Our mission has always been to help guys live happier, healthier lives with products that make them feel and smell like a champion,” said John Ludeke, senior vice president of global marketing. “Manlandia is the next chapter in that story: a creative platform that deepens our emotional connection with consumers and creates a place where men can unapologetically be themselves, because manliness is natural, and naturalness is manly.”
Ritchson appears in various skits for the brand, even one addressing men on whether they took out the trash and how smelling good is a man essential.
“Manlandia is about giving men permission to just be themselves,” said Ritchson. “Too often life pulls us into routines that make us forget the grit and fun of being a man. Partnering with Dr. Squatch was an easy ‘yes’ – it’s a brand that doesn’t take itself too seriously, but knows how to inspire men to feel good, live boldly and smell great doing it.”
