In the space of 11 years, it’s morphed from a $5 million brand selling bar of soap online to a $450 million colossus lining the shelves of Walmart and Target with a full line including shampoo, deodorant, cologne, and emollients.
![Legendary heavyweight boxer Mike Tyson once remarked that “everybody has a plan until they get punched in the mouth.” The observation captured his raw-but-wry sense of humor—and also his experience. […]](https://static-www.adweek.com/wp-content/uploads/2025/03/mike-tyson-dr-squatch-2025.jpg?w=640&h=360&crop=1)
Recent campaigns have included a tie-up with Mike Tyson and a Valentine’s bouquet which switched out roses for an artful arrangement of Dr. Squatch soaps and Trojan condoms.
“The biggest challenge that we, and I think brands in general, have these days is capturing people’s attention,” said Ludeke. “Consumers and fans are more distracted than ever. There’s more media and content hitting them than ever.”
With this in mind, the marketing team has two goals: to get people to stop and think about what’s in the products they’re buying, and to invoke joy.
“Sometimes people are too serious… as a brand, we also like to entertain people,” Ludeke said. “If we’re able to help them laugh and have fun, for at least a short period of time, that’s a big win.”
