Dr. Squatch, an organic soap company based out of California, has made its way into the bright lights. Founded in 2015, Squatch has seen miraculous growth going from a small brand to one with over 310,000 followers on Instagram alone. A brand founded to “fight big soap” has become a commercial lover’s best friend due to their wacky and out-there ads like this one that was, until now, constantly playing solely on Instagram, Facebook, and Youtube. These unique ads discussed how bad traditional soap is for a man’s body and told Dr.Squatch Soap’s story, the better choice for soap.
Dr Squatch and the 55th Superbowl
As I said earlier in the article, Dr. Squatch primarily focused solely on social media marketing, focusing their efforts on Instagram, Facebook, and Youtube. This is why I was so surprised when while watching Super Bowl 55, well, more importantly, the commercials of Super Bowl 55, I saw that familiar face popping up on my screen. So the real question that I want to discuss. How did a company founded five years ago rack up the $6.8 million that a Super Bowl commercial costs?
Digital marketing has become more and more of a powerhouse in the marketing sector. This is due to factors including choosing your exact audience. The lower expense to reach larger audiences, and the ability to really do whatever you want with any time length compared to commercials. These are almost always 30 seconds and heavily regulated on what can and can’t be shown. This allows companies like squatch soap to create wacky and out-there commercials that can tell a story rather than just selling their product. Squatch has become a staple in commercials and their products have been flying off shelves,
Watching their super bowl ad (located above for those who missed it), I was amazed that they still kept the high-quality ad without losing its integrity due to the shorter run time. They told their story, talked smack about the big soap, and made me laugh, which are three of the best components of a good commercial. The real question is: will it be worth it in the long run? Do almost 7 million dollars for 30 seconds pay off? Well, this year, 97 Million people watched the Superbowl, and Squatch sells their soap at $7 a bar.
The average soap margin is 35%, so hypothetically Dr. Squatch is making $2.45 profit per bar sold. This means they would need to sell 2,734,694 bars of their soap to pay it off. Obviously, some people will buy more than one bar or may buy the more expensive options on their website. Will this pay off in their favor? Only time will tell.
I foresee this becoming more common as time goes on and more Instagram/youtube ad-based companies will be making their Superbowl debut in the next games. Until then, I guess we just have to sit back and enjoy the commercials.
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