Natural male grooming brand Dr Squatch has unveiled ‘Manlandia’, an OOH campaign fronted by British UFC lightweight fighter Paddy ‘The Baddy’ Pimblett.
Set in the fictional world of 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” – the push will run across Liverpool and London, including taxi wraps in the capital.
“Liverpool’s own Paddy Pimblett brings charisma, grit and a wink of self-deprecating humour,” Dr Squatch said. “Whether in the octagon or the pub, Paddy captures the spirit of Manlandia.”
Messaging focused on there being “many ways ‘to man’ but only one way to smell like one: with natural products from Dr Squatch”, the US brand added.
The campaign will be supported by video content on Amazon Prime, YouTube and Sky Sports, plus digital activations on TikTok and Meta.
Male personal care had “long been stuck in outdated conventions”, said Dr Squatch CEO Josh Friedman. “With this campaign we’re giving men permission to embrace their natural, manly selves, while using products that smell better and feel better.”
The push is the first from the brand in the UK since being acquired this summer by Unilever, for an undisclosed sum.
Having made its UK high street debut in May 2024, Dr Squatch’s deodorants, soaps, colognes and bodywashes are now available via Waitrose, Boots and DTC.
The launch of its ‘Manlandia’ drive comes just one day after Wild, Dr Squatch’s Unilever stablemate, kicked off its own ‘Champions of Change’ campaign. Starring British tennis star Emma Raducanu, it encourages consumers to make their personal care routines more eco-friendly by switching to Wild’s refillable, natural products.
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