When Sydney Sweeney agrees to put her bathwater into 5000 bars of a limited edition men’s natural soap called Sydney’s Bathwater Bliss, you don’t say no.

You make the soap, package it, name the scent “Morning Wood,” launch it to her 25 million Insta followers, and break the internet.

Our product launch also included scented OOH posters in NYC, CHI, and LA, and wild influencer/creator collabs to light viral fires across the metaverse: a Fortnite creator designed a playable Sydney/Squatch map, a chemist tried to extract Sydney’s DNA from the soap, and a stoner used her bathwater to grow a strain of weed called “Sydney’s Strawberry Cough.”

The online sale shut down DrSquatch.com. Then the memes, jokes, and EBay auctions asking $1600/bar took it from there. Sydney called it “weird in the best way”, Logan Paul talked about it, Seth Meyers did a bit, Josh Johnson did a bit, everyone had an opinion on her unprecedented collab with Dr Squatch.