Dr. Squatch Invites Men To Flex Their Manliness In Wild New Campaign

In the Digital Age, we are seeing a tamed version of the modern man. Men have seemingly traded adventure for work stations, the Great Outdoors for high-speed internet connection and the leisure of Target trips for Homeowner’s Association meetings.

But Dr. Squatch, whose emblem is the elusive sasquatch native to the Pacific Northwest, wants men to chest thump their manliness. In promotion of the natural men’s soap brand’s new campaign, Manlandia, the brand has recruited Alan Ritchson to reflect this brawny, fun-loving man beneath the 9-5 grinder. The campaign takes its name from IFC’s classic quirky comedy series, “Portlandia,” starring Carrie Brownstein and Fred Armisen, which takes place in Portland, Ore.

“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 at Dr. Squatch. “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.”

‘Yes, You Man!’

Manlandia is ruled by the rallying cry, “Yes, You Man!” The slogan encourages men everywhere to say “yes” to grit and mischief… while offering consumers a manly avenue to smell like one with Dr. Squatch’s natural bar soaps and deodorants.

“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.”

The campaign will roll out in the US across TV, digital and social, with cinematic spots that showcase Ritchson guiding viewers through Manlandia’s wildest corners – from moss-covered meadows to a barbershop that smells like fresh pine and a library stacked with “manly wisdom.” International spots starring Paddy “The Baddy” Pimblett and Nick Cummins will run in the UK and Australia, respectively.

Watch the campaign here: