It’s a marriage of soap and water meant to create a buzz by subverting category norms.
Men’s natural personal care brand Dr. Squatch and canned water company Liquid Death are teaming up once again after last year’s “Dirt Murderer” collaboration, which nodded to the Friday the 13th films.
The new pairing delivers what the brands call “two-fisted vengeance against dirt and stink” through a pair limited-edition soaps, Grime Reaper and Dirt Destroyer.
Dr. Squatch and Liquid Death are known for bringing over-the-top personality to their products, with Dr. Squatch leaning on a cheeky marketing style, while Liquid Death tends toward the provocative.
“With two brands known for their bold, albeit highly distinct brand voices, we recognized that it would be key to work together to strike a tonal balance that worked collectively and independently,” says John Ludeke, SVP of global marketing at Dr. Squatch. “This collab is our way of reaching the guys who may not be thinking about the products they’re putting on their skin. By bringing together two disruptive, culturally resonant brands, our hope is that we can spark real consideration among men around ingredients and personal-care choices.”
Liquid Death initially disrupted the water category with its beer-can presentation and bold, in-your-face, death-metal imagery.
Last year, Dr. Squatch enlisted actor and The White Lotus star Sydney Sweeney for a series of videos to roll out the brand’s body-wash products. It also turned to former heavyweight boxing champion Mike Tyson as the unconventional face for the Dr. Squatch “Total Moisture” soap line.
The brand has sought connection with Gen Z largely through TikTok investments.
Ludeke says Dr. Squatch leverages culturally relevant and buzzy partnerships to reach broader audiences and create a reaction among consumers.
“There’s a massive cultural appetite right now for unexpected brand mashups, and this one does just that,” he says. “With two disruptive brands, the energy behind this collaboration made it a perfect opportunity to ignite cultural conversation.”
Liquid Death isn’t available in Canada at the moment, however, Dr. Squatch is available at 11 Canadian retailers, including Walmart, Costco, Loblaws and Shoppers Drug Mart.
According to Ludeke, Dr. Squatch has been gaining momentum in the Canadian market and is exploring new ways to grow its retail footprint to make its products accessible in the country.
The team up is a joint partnership between the marketing teams at Dr. Squatch and Liquid Death.
The media leans heavily into owned, earned and paid media.
Grime Reaper and Dirt Destroyer are available to Canada-based customers through DTC in two-pack and four-packs. Individual bars are available to subscribers.
Dr. Squatch’s hero products also include deodorant, hair care, and cologne.
