The digitally native men’s grooming brand Dr. Squatch has launched a new marketing campaign featuring actress Sydney Sweeney. Sweeney appears as a “Body Wash Genie” in a series of videos promoting the brand’s natural, moisturizing body wash products.
In the videos, Sweeney humorously suggests that “guys only want one thing”—high-quality body wash. The campaign aims to educate men about the ingredients in their current body wash, many of which the FDA classifies as synthetic detergents. John Ludeke, Dr.
Squatch’s Vice President of Marketing, believes that working with Sweeney can elevate the brand’s cultural relevance.
Sydney Sweeney enhances Dr. Squatch campaign
She’s not only a rising star but someone who resonates across broad demographics—especially with women who often purchase grooming products for their male partners or kids,” Ludeke said.
The media plan supporting the campaign spans linear and connected TV, digital video, streaming audio and podcasts, and paid social media across platforms like Facebook, Instagram, TikTok, and Pinterest. “Because we’re digitally native but also have a retail presence, it’s always important for us to balance different audiences and outcomes,” Ludeke explained. The plan will balance playful ads with a steamy bathtub spot to keep the audience engaged with varied and entertaining content.
Most advertising content is wallpaper, and no one wants to see the same boring ads over and over again,” Ludeke noted. We focus on entertaining our audience, requiring us to tell a variety of stories from different angles that lead to the same main message.”
By diversifying its content, Dr. Squatch hopes to stand out in a crowded market and continue its momentum as a men’s grooming industry leader.
