Ludeke added that many consumers, especially men, default to products they have used for years or those that simply serve a function at the lowest price. That is why, alongside humor and education about natural ingredients, Dr. Squatch aims to build a deeper connection.
“We focus on using nostalgia and irreverence in a way that inspires men to feel confident in themselves and to actually focus on the fact that it’s okay to care about my personal routine,” he said. “That can be empowering for them, because it allows them to have more agency over the products and routines in their lives.”
Close collaboration with talent
When Dr. Squatch teamed up with comedian James Schrader for its first ad in 2018, it established a marketing identity centered on talent collaboration. In recent years, the company has collaborated with partners from Stranger Things to Alan Ritchson to entertain and inform.
Last year, Dr. Squatch famously teamed up with Sydney Sweeney to auction off her used bathwater. About 1 million fans entered the giveaway.
In developing these partnerships, Ludeke said his team identifies talent who would make strong brand ambassadors, then builds campaigns around them. For this campaign, Megan Fox’s iconic status with millennials made her a natural fit.
“The idea for Professor Fox was about using some mental frames that guys have in their mind and positioning those to capture attention and then to communicate a fun, exciting message that’s simultaneously educational,” Ludeke said. “Using Megan as this badass professor who’s in charge, who’s educating men on the benefits of natural products in a cool, fun way—we thought would be a great way to connect.
