Contents
From $3 Million to Hundreds of Millions
Welcome
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.
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.
#13
This is a moment in time only part way through the growth of the brand
Thrillist Ranks Dr. Squatch ad #13
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
The entire process of working together started with developing the brand voice and what it could become
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
2017 First Dr. Squatch video shoot
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
Person on The Street
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!
#1 YouTube 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
Chapter 2
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
The Saga Continues
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
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.
2021
Halo
2021
Star Wars Collection
Justin Herbert x Dr. Squatch
Chapter 4
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!
When you pair a great product or service with a brand voice and advertising that people love, anything is possible!
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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!