Dr. Squatch has created Manlandia, an unapologetically manly world where men can break out of the grind, embrace their natural instincts, and celebrate the unfiltered fun of being a dude.

Starring REACHER’s Alan Ritchson, Manlandia is ruled by the rallying cry of, “Yes, You Man!” It’s a permission slip to say yes to grit, mischief, and the kind of simple man stuff modern life doesn’t always leave room for. 

John Ludeke, SVP of Global Marketing at Dr. Squatch, said,

“Our mission has always been to help guys live happier, healthier lives with products that make them feel and smell like a champion. 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.”

The campaign will unfold in the U.S. across TV, digital, and social, with cinematic spots that show Ritchson guiding viewers through Manlandia’s wildest corners – from moss-covered meadows to a barbershop that smells like fresh pine, even a library stacked with “manly wisdom.” 

International spots starring Paddy “The Baddy” Pimblett and Nick Cummins will run in the United Kingdom and Australia, respectively.

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