The Curious Case of Dr. Squatch

Let’s play a little game called Guess That Brand.

Don’t worry, it’s simple.

I’ll describe a commercial, and you just have to guess which brand it’s for.

Ready?

Here we go—

The commercial opens with a rugged, bearded man standing in the woods, a cabin in the background. He looks like the kind of guy who could chop down a tree with his bare hands.

He’s holding a plate and casually frisbees it into a massive rock behind him, shattering it. Then, he turns to the camera and says, “You’re not a dish, you’re a man.”

Next, he heads over to a table where another guy is waiting. He begins telling viewers how most name-brand soaps and body washes are classified by the FDA as synthetic detergents.

Just as he says that, the guy next to him faints.

In another scene, the guy who passed out earlier is now showering outdoors, while our bearded friend sensually rubs the soap he’s promoting on his hairy chest.

As he does this, he says, “Start treating your body to the natural, nourishing lathery goodness of…” and “Get ready to step out of the shower feeling alive.”

Do you know this commercial?

If you guessed Dr. Squatch, you’re right! And most people probably would have guessed it too, because Dr. Squatch and its commercials are wildly popular.

This particular commercial has racked up an astonishing 174 million views on YouTube. It’s rare for an advertisement to grab attention, let alone go viral, making this an incredible feat.

But have you ever wondered why Dr. Squatch is so popular? Why do you think people are so eager to buy it when, no offense but, it’s just soap?

Yes, it’s natural, just like our rugged, bearded friend proudly points out in the commercial. But is there really something that special about it?

I mean, we’re talking about soap. Most bars cost around $1 to $3, while Dr. Squatch sells theirs for up to $10. And here’s the thing—people aren’t just willing to pay that much; they’re excited about it.

So, what’s going on here?

The short answer: it’s not just about soap. It’s about the experience.

Dr. Squatch has transformed soap into a lifestyle, not just a cleansing product. They’ve created a brand that makes men feel good about the soap they use, and that’s powerful.

Think about your average soap commercial. They’re pretty forgettable, right? Someone’s getting clean, some bubbles are involved, and they’ll probably tell you it’ll make your skin soft.

But Dr. Squatch? They took a whole new approach.

Their ads are funny, bold, and a bit irreverent. They poke fun at traditional soap brands in a way that feels fresh and relatable, like they’re talking directly to you, not just selling you a product.

By the time you finish watching, you’re not just convinced you need better soap—you’re convinced you need their soap because, in a way, you feel like you’re joining a club. A club for "real men" who don’t mess around with synthetic, chemical-filled soaps.

That’s where the genius lies. Dr. Squatch isn’t just selling soap; they’re selling identity. They’ve built a community around their brand that makes customers feel like they’re part of something.

When you buy a bar of Dr. Squatch, it’s not just about getting clean—it’s about feeling like you’re embracing this rugged, natural lifestyle, even if the closest you’ve been to the woods is your local park. It’s a little escape from the mundane, packaged in a bar of soap with all-natural ingredients.

Now, let’s talk value. You can grab a generic bar of soap for a couple of bucks, and it’ll clean you just fine. But Dr. Squatch offers something that feels more than just a cleaning product—they’re offering perceived value.

Consumers are increasingly willing to pay more for products that feel special. They’re not just paying for the soap; they’re paying for something that’s free from harsh chemicals and made with natural ingredients.

It’s that “premium” feel, which justifies the $10 price tag. Plus, the scents are intentionally crafted to feel “manly” and outdoorsy, which adds to the experience of buying into this rugged lifestyle.

And here’s where it gets really clever: Dr. Squatch’s ads are hilarious and relatable. They’re not taking themselves too seriously, and that makes people feel like they know the brand on a personal level.

Humor breaks down the barriers between a brand and its audience. When you’re laughing with them, suddenly, Dr. Squatch isn’t just a company selling soap—it feels like a buddy making a joke you both get. That emotional connection? It’s gold in marketing.

In the end, people aren’t just buying soap from Dr. Squatch. They’re buying a story, a lifestyle, and an experience that makes them feel good about themselves.

They’ve positioned themselves as the go-to brand for men who want more than just soap—they want to feel like they’re part of something, and for many, that’s worth every penny.

Now, take a step back and think about how you can create that kind of emotional connection and value for your products. Give your customers a reason to feel good about buying from you.