Volume 1

Case Study

The Dr. Squatch Case Story

From $3 Million to Hundreds of Millions

Welcome

Prologue

I’ll never forget sitting across the table from Jack, the original founder of Dr. Squatch, and discussing the dreams that he had for the brand and where he was hoping to take it. Jack had big dreams for what Dr. Squatch could become!

Jacques Spitzer

RAINDROP CEO

Jack Haldrup

FOUNDER

The brand was almost 5 years into their journey and the business was doing over $3 million in annual revenue. People who used the soap loved it, but the audience was still small and niche.

In general, you have to ask yourself the question, why would someone spend $9 on a bar of soap on the internet when they can get a 30-pack from Costco for $12?

IN SOME WAY, YOU REALIZE WE’RE NOT EVEN SELLING SOAP.

If we’re selling soap, the game’s already over. We’ve already lost.

And so we partnered with Dr. Squatch to figure out, is there some kind of special voice that we can create for this brand? Is there a sense of brand purpose that can appeal to more people?

I can confidently say I don’t think any of us knew just how big that could go.

We worked with Dr. Squatch to really hone and develop a brand voice and positioning, something that was bigger than any individual product and spoke to men.

What we’ve realized throughout the process was that we were speaking to a sense of worthiness that men feel, that men want to feel like kings of their own domain, especially in their own shower. They wanted to smell like a man, feel like a champion.™

We also realized that through the advertising we were also delivering joy and that people would have an experience with the soap that would be fundamentally different because of the advertising that we created together -and lines like “You’re not a dish, you’re a man” between James Schrader and Michael Langsdale would ring in their head as they used the products.

And so with all that in mind, we partnered with Dr. Squatch on their brand voice, their website, email marketing, packaging, photography, and of course, iconic campaigns that skyrocketed their sales.

Comments

R

Roland New

These commercials honestly make my day when I see them. Only commercials on YouTube I don’t instantly skip lol.

E

ELIZABETH B

Your commercials are funny and made me buy the product.

B

BLOX-TON PROOF

Most commercials ONLY talk about the features of products, but Dr. Squatch commercials talk about the features AND entertain the viewers as well. The more fun you have with viewers, the more buyers you will have. And it certainly worked for me!

Super Bowl
Commercial

This is a moment in time only part way through the growth of the brand

Thrillist Ranks Dr. Squatch ad #13

VIEW ARTICLE

The result has been hundreds of millions in sales, billions of laughs, one of the top performing ads in YouTube history, a Super Bowl campaign, product launches, collaborations, celebrities and more… all while exploding the awareness and size of all-natural men’s bathroom product market in a way that I don’t think anyone saw coming.

HERE IS A LITTLE OF THE JOURNEY…

CHAPTER 1

Early Days

The entire process of working together started with developing the brand voice and what it could become

ORIGINAL BRAND IDENTITy

Refocusing the brand from being about the benefits of natural soap, to the celebration of a man's worthiness changed the game for our messaging.

Comments

J

JOÃO GUEDEs

This is the best commercial I’ve ever seen, never laughed so much in my while life. The person who wrote this should be a movie director.

M

MYWORDISNTGOSPEL

Congrats. One of the elite few advertisements that kept my attention, entertained me and sold me. I’m looking into buying this product based only off this advert. Well played, Sir. Well played.

N

NESSAOFDORTHONION

Its impossible for me to skip this commercial. It’s so entertaining and I actually want to get it for my husband

Original Anchor

2017 First Dr. Squatch video shoot

KICKIN’ IT BEHIND THE SCENES

Even when shooting the original commercials we knew we had something special on our hands, when you are laughing on set it translates to the audience.

Deodorant

2019

Toothpaste

2019

Hair Care

2018

Candles

2018

Comments

E

ERICA4145

You guys actually just got me to watch a full 4:52 soap commercial.

T

TECSTINGER

You really do smell like pine after using it. I know because my dog tried to pee on me thinking I was a tree. Seriously awesome product

J

JELLYSHYDA3770

Thanks to this soap, my family got out of a dept that’s been present since tenths of generations, I can teleport at a few meter’s distance, and everyone instantly respects me. Thanks squatch, solid product!

#1YouTube TrueView
Ad of 2020

Blurb about this significance and the fact that its a “best of” mixtape with shots we had never used, and lines that had been cut before

See the 2020 YouTube leaderboard

LeaderBoard

Chapter 2

Products

New Product, More Stories

People start falling in love with the brand

Face wash

Candles

Lotion

Crypto Bar

TOOTHPASTE

Beard OIL

DEODORANT

Cologne

Hair Care

Lotion

2022

Cologne

2023

Crypto Bar

2021

Every new product launch became an opportunity to endear people to the brand and the magic of Squatch touched every asset and people started to expect to love the commercials

CHAPTER 3

Collabs

Creating with multiple partners allowed us to expand into new audiences and galaxies far, far away.

Star Wars Collection I

2020

Star Wars Collection II

2022

Comments

N

NERUSONJR

The only ad I’ll ever watch without skipping just makes me laugh every time.

S

STOLEN MONKEY

That was such a good ad, like nothing can top your “soap is s**t” or you’re not a dish, you’re a man” but by god, it’s up there.

N

NESSAOFDORTHONION

Its impossible for me to skip this commercial. It’s so entertaining and I actually want to get it for my husband.

Batman

2021

Halo

2021

Justin Herbert

2022

Marvel Avengers

2023

Melvin Gordon

2019

Chapter 4

Shout Outs

This incredible journey and success story would not be possible without the time, passion and talents of so many people who have helped bring this brand to life including...

James Schrader & Michael Langsdale

Not only are James and Mike incredibly talented actors, they are genuinely people who are a joy to be around. James is not only talented on camera, but is also a talented comedian! Check out his comedy site jamesschrader.com to catch him on tour.

Raindrop Team

Dozens of passionate team members poured over every concept, every line, every photo and design to help bring this story to life.

Dr. Squatch Team

We had the opportunity to see the Dr. Squatch team grow from just 1 employee to well over a hundred over the years which brought some talented media buyers, brand managers and leadership into the fold. None of this success would have been possible without everyone in marketing, but also the operational excellence to be able to grow this quickly, expand categories, create new scents and create licensing opportunities.

Dr. Squatch Team

The biggest media buy of all for "The Big Game" was negotiated and orchestrated by MDG. We are grateful to them for helping make history happen!

Let’s Write Your Story

When you pair a great product or service with a brand voice and advertising that people love, anything is possible!

GET TO KNOW US AND EXPLORE OPPORTUNITIES

CONTACT US

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