• by Sarah Mahoney , Yesterday

Dr. Squatch is winking its way into full-on manliness. With “Manlandia,” the personal care brand has created a delightfully surreal world starring Alan “Reacher” Ritchson, mashing up moss, mischief and some pine trees. With a rallying cry of “Yes, You Man!” the company says the latest effort is one more way to remind guys that masculinity is gritty, fun – and can smell surprisingly good.

The campaign is a bit of a risk for at least three reasons. First, the very word “masculinity” makes plenty of people think “toxic” these days. Second, while Dr. Squatch makes products for men, women –  often the family’s chief shopper – are the ones picking out soap and deodorant brands. And third, the natural care space is becoming increasingly crowded.

That mix could trip up a lesser brand, but Dr. Squatch is betting parody keeps the tone playful, not preachy. “The essence of 'Manlandia’ is the understanding that there are many ways to man,” says John Ludeke, senior vice president of global marketing. “The key is to think of 'manliness' less as a rigid stereotype and more as a set of values – things like confidence, responsibility, resilience, and care for others. Doubling down doesn’t mean excluding anyone. It means owning a distinct voice and identity and staying true to our mission to inspire and educate men to be happier and healthier.”

The brand launched in 2013, designed to solve a specific problem: most natural personal care felt designed for women, and there was nothing created with men in mind.That trend has continued, with many competitors – including Procter & Gamble’s Native – marketed as unisex brands. “This led to guys not seeing themselves in the category,” Ludeke tells Marketing Daily, via email.

He says humor is what keeps the edutainment-style ads on brand. “In a world where lots of products feel interchangeable, standing for something bold, even if it’s not for everyone, is what makes Dr. Squatch memorable.”

The campaign is running on TV, digital and social, with cinematic spots that show Ritchson guiding viewers through Manlandia’s wildest corners, like moss-covered meadows, barbershops, and even a library stacked with “manly wisdom.” International spots starring Paddy “The Baddy” Pimblett and Nick Cummins will run in the U.K. and Australia, respectively.

And there is even a spot aimed directly at women, who represent a wide swath of buyers and users. “Manlandia celebrates men, but it isn’t a closed club,” he says. “The spirit of giving yourself permission to live life on your own terms can resonate with anyone.”