Why Dr. Squatch's Bold Marketing Strategy Just Earned Them a $400M+ Unilever Acquisition
Dr. Squatch's "go-for-broke" marketing approach and laser focus on their target audience just paid off big time. Unilever acquired the men's grooming brand in June 2025, proving that knowing your audience and meeting them where they live is the ultimate growth strategy.
The Power of Risk-Taking Marketing That Actually Works
Let's be clear—I'm not suggesting you start creating racy content or showing cleavage in your marketing. But Dr. Squatch's recent acquisition teaches us something crucial about brand building: bold, audience-focused marketing wins.
Dr. Squatch has become well known for innuendo-laced ads starring "Euphoria" actor Sydney Sweeney, and while their approach might raise eyebrows, it's undeniably effective. Why? Because they understand their audience better than most brands understand theirs.
What Dr. Squatch Got Right: Audience-First Strategy
Here's what separates Dr. Squatch from brands that play it safe:
They Know Where Their Audience Lives Dr. Squatch has proved savvy with social media-first marketing, with CEO Fernando Fernandez planning to allocate half of Unilever's advertising spend to social while significantly expanding its brands' work with influencers. They didn't waste time on traditional channels their audience wasn't using.
They Speak Their Language Dr. Squatch didn't just create generic men's grooming content. They developed a specific voice and humor style that resonated with Gen Z men. The U.S. men's personal care brand has become known for its "viral social-first marketing strategies, partnerships with influencers and celebrities, and culturally-relevant collaborations".
They Took Creative Risks While other brands played it safe, Dr. Squatch went "go-for-broke" with their creative approach. The brand is known for its playful branding, collaborations with television shows such as "Spongebob Squarepants", and sometimes outlandish marketing campaigns. This creative courage is what caught Unilever's attention.
The Results Speak for Themselves
The proof is in the acquisition. Dr. Squatch brings in over $400 million in annual sales, built primarily through their bold social-first marketing strategy. Unilever praised Dr. Squatch's "built-in-culture" brand, which has been established through viral social media marketing and partnerships with influencers and celebrities.
The Lesson for Your Brand
Dr. Squatch's success isn't about being edgy for the sake of it—it's about deeply understanding your audience and having the confidence to connect with them authentically.
Stop acting like "an awkward boy at a school dance" with your marketing. Instead:
Research where your audience actually spends their time
Understand their humor, interests, and mindset
Develop content that speaks their language
Take calculated creative risks that align with your brand values
Key Takeaways
Dr. Squatch "BFF-ed" their audience faster than competitors because they prioritized audience connection over playing it safe. Their acquisition by Unilever proves that brands willing to take creative risks—while staying true to their audience—can achieve remarkable growth.
The question isn't whether you should copy Dr. Squatch's specific tactics. The question is: Do you have the confidence to discover the path that will truly connect with your audience?
Your brand's success depends on finding that authentic connection point and having the courage to lean into it.
Want to develop a bold, audience-focused marketing strategy for your brand? Let's find your confidence and discover the path that will authentically connect with your audience.
