Dr. Squatch is rolling out its new U.S. and U.K. “Manlandia” sports, starring Reacher’s Alan Ritchson and Paddy Pimblett, across Ontario, Alberta and British Columbia. The ads will run on YouTube, Meta, TikTok and CTV via Amazon Prime Video.

According to the brand, “Manlandia” is 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 spot shows that there are many ways to “man,” but only one way to smell like one: “with products from the #1 men’s natural personal care brand in the U.S.”

Dr. Squatch’s agency Goodstuff handled media buying in tandem with a local partner, DonerNorth, which collaborated with the brand on previous works for its Mike Tyson Total Moisture launch and Sydney Sweeney Body Wash campaign.

Izzy Sarrafzadeh, international marketing lead for Dr. Squatch, tells Media in Canada the campaign is being launched across a mix of channels to provide a mix of impactful video delivery and efficient reach and exposure, including connected TV, video and paid social targeting.

“We are activating a balanced mix of channels designed to drive both awareness and engagement,” Sarrafzadeh says. “Our investment approach is data driven, leveraging learnings from past campaigns to identify the most efficient platforms for reach and conversion. We continue to monitor our channel performance and optimize in real time to ensure we are reaching our audience in the most impactful way. Our focus is less about one channel versus another and more about making sure our mix delivers optimal reach and results.”

The campaign will also 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.

“Our mission has always been to help guys live happier, healthier lives with products that make them feel and smell like a champion,” John Ludeke, SVP of global marketing, said in a press release. “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.”

Dr. Squatch is available on Amazon, the Dr. Squatch’s website and at retailers.