Dr. Squatch x Sydney Sweeney
A Lesson in Social-First, Fan-Driven Marketing
Let’s be real: Dr. Squatch’s recent campaign was impossible to ignore…
Yep, that is exactly what you think it is, a Sydney Sweeney bathwater soap bar. Oh how far we’ve fallen indeed…
The campaign dominated headlines, sparked viral conversations, and sold out almost instantly.
Now, while I do believe it is undeniably distasteful, I am going to look at this from a purely marketing POV, because it’s a lesson in how to capture attention in today’s fast-moving, meme-driven culture.
Because, what really sets Dr. Squatch apart isn’t just their knack for shock value, it’s their ability to listen to their audience and turn fan ideas into reality. And this stunt is just another chapter in a larger story of how this brand is redefining what it means to be a product-first, social-native company.
Celebrity, Agency, and the Viral Loop
Sydney Sweeney’s involvement was more than just a celebrity endorsement. She pitched the idea herself and leaned into the campaign’s weirdness, showing a level of agency and self-awareness that’s rare in celebrity partnerships. This authenticity helped the campaign feel less like a corporate stunt and more like a shared joke between the brand, the star, and the fans.
As someone who values both creative marketing and ethical brand-building, I appreciate the conversation this campaign sparked about agency, feminism, and the male gaze. While there’s a valid debate about whether such stunts push boundaries too far, it’s clear that Dr. Squatch is unafraid to let their audience - and their collaborators - shape the narrative.
Fan-Driven Product Development and Trend Hunting
What’s most fascinating about Dr. Squatch is how they operate as a social-native brand. Their aesthetic and activity are perfectly tailored for platforms like Instagram and TikTok, where trends move at lightning speed. But they’re not just chasing virality for its own sake - they’re listening to their fans and turning their requests into real products.
After the Sweeney stunt, the brand quickly pivoted to new collaborations, like a video featuring their mascot alongside Tinky Winky from Teletubbies.
In the comments, fans are constantly asking for new products: “Day x asking for y” is a recurring theme, with requests ranging from a “Deadpool bricc” to sunscreen, custard soap, and even Studio Ghibli-themed bars. This isn’t just engagement - it’s co-creation and Dr. Squatch is at the centre, bridging that gap between demand and supply, turning fan ideas into reality.
Recent releases like “Sea Star Shenanigans” (inspired by Patrick Star) and the return of “Nautical Nonsense” (SpongeBob) show that the brand isn’t afraid to team up with family-friendly IP, even after edgier stunts.
The fact that brands like Teletubbies and SpongeBob are still willing to collaborate suggests that Dr. Squatch has built enough trust and credibility to weather the occasional controversy. Paid partnerships with figures like “Paddy the Baddy” further demonstrate their ability to tap into new audiences while staying true to their quirky, fan-centric identity.
Audience Expansion and Multi-Channel Marketing
From an audience planning perspective, Dr. Squatch’s campaigns do well to expand their reach beyond the core male grooming market. Sydney Sweeney’s appeal crosses gender and generational lines, pulling in new eyeballs and creating a “Trojan horse” effect - introducing new audiences to the brand’s broader product range. While this time it was only a social media campaign, usually the brand takes on a multi-channel rollout across TV, streaming, and social media to maximise their exposure and engagement.
But it’s not just about reach - it’s about building a community, because Dr. Squatch’s fans are active participants in the brand’s evolution, and their feedback directly shapes the products and partnerships that come next.
“How does this mix with the Sweeney soap?” & “Day 173 of asking for a gasoline scented bricc” - 2 randoms from the ‘Sea Star Shenanigans’ announcement post on Insta…
The Ethics of Viral Marketing: A Balanced View
There’s no denying that campaigns like the Sweeney bathwater soap walk a very fine line. The debate about the male gaze, feminism, and brand responsibility is important, and it’s a conversation that Dr. Squatch - and all brands for that matter - should engage with honestly.
However, the brand’s ability to pivot quickly, listen to fans, and collaborate with a wide range of IP shows a remarkable agility. While some might argue that shock tactics risk alienating audiences or limiting future partnerships, the reality is that Dr. Squatch has managed to maintain strong relationships with family-friendly brands and continue expanding their reach.
Looking at other challenger brands like Liquid Death (with whom they have collaborated with recently) and Axe (or Lynx if you’re a propa British person), we see different approaches to virality and edgy marketing. These brands also go viral with humour and bold stunts but avoid crossing into controversial societal issues.
There’s so much humour, vitality, and creativity to be mined in men’s hygiene marketing without resorting to shock tactics - and Dr. Squatch is proof that a brand can be both edgy and inclusive, if it listens to its audience and stays true to its values.
What Brands Can Learn from Dr. Squatch
Be social-native: Meet your audience where they are, and don’t be afraid to experiment with new platforms and trends.
Listen to your fans: Turn their ideas into products and partnerships - this builds loyalty and keeps your brand fresh. 🧼
Stay agile: Pivot quickly when a campaign runs its course, and don’t be afraid to try new things.
Balance edginess with respect: Push boundaries, but stay mindful of your audience’s values and the broader cultural conversation.
Final Thoughts: The Future of Brand Marketing
Dr. Squatch’s journey is a fascinating case study in the power and pitfalls of viral marketing in today’s internet culture. While the Sweeney bathwater soap was a short-term attention-grabber, the brand’s real strength lies in its ability to listen to fans, pivot quickly, and collaborate with a wide range of IP. This approach keeps the brand fresh, relevant, and remarkably resilient, even in the face of controversy.
Ultimately, the best brands are those that balance boldness with respect, and that put their audience at the heart of everything they do. Dr. Squatch is proof that, in the right hands, even the most outlandish ideas can become part of a bigger, more inclusive story.
What do you think?
Are fan-driven, trend-chasing brands the future of marketing, or do they risk going too far?
Let’s discuss below - and don’t forget to share your wildest product ideas for Dr. Squatch!
Striving for perfectionism always,
Dan