Making Waves in the Bathtub: Inside Sydney Sweeney's Viral Soap Drop

What do Stanley cups, limited-edition Oreos, and Sydney Sweeney's bathwater soap have in common?

They're all proof that hype isn't just alive. No, it's soaking wet, wrapped in nostalgia, and selling out faster than you can say "add to cart."

Dr. Squatch's cheeky collab with Sydney Sweeney, which featured a soap "inspired" by her bathwater, made waves, crashed their website, and then sold out in seconds.

What started as a buzzy joke turned into a masterclass in modern drop marketing. The stunt stirred up headlines, triggered FOMO on every channel, and drove thousands of new eyeballs to the Squatch site. And here's the kicker: it wasn't really about the soap.

It was about fandom.

This wasn't your grandpa's celebrity endorsement—it was a drop. A bathtime experience packaged as scarcity, teased like an album release, and launched like a sneaker collab. It hit every emotional note that makes drop culture work: curiosity, absurdity, perceived exclusivity, and bragging rights for anyone who managed to snag one.

The memes alone on social media were legendary.

Why This Worked

1. Experiential > Functional

No one bought this soap for its pH balance. They bought it to say they did. To screenshot the receipt. To be part of the internet moment. The proof? The limited-edition bars began appearing on eBay for as much as $2,000. In a world where attention is currency, absurdity converts.

2. The Halo Effect Is Real

The product sold out, but the traffic didn't stop. Fans poked around the rest of the catalog, bought beard oils and bundles, and joined the email list for the next drop. The product was bait. The brand reaped the loyalty.

3. Celebrity Collabs Are Getting Weirder (And Better)

Athletes. Influencers. Actors. Everyone with an audience is now a channel. But the winning brands are treating those audiences like communities, not just impressions. Logan Paul moved millions in energy drinks. Emma Chamberlain crashed coffee supply chains. And Sydney Sweeney just turned bathwater into a marketing goldmine.

What It Means for Brands

This is the new playbook:

• Don't just endorse. Co-create
• Make it feel like a moment
• Reward attention with access
• Design for the screenshot

You don't need an Emmy nomination or a viral meme to pull this off. But you do need the right infrastructure to handle the traffic, segment the superfans, and spin a one-off stunt into a long-term relationship.

That's where Fanfare comes in.

We help brands launch drops that don't just sell out—they sell through. No bots. No guesswork. Just clean, fair, fan-first experiences that turn spikes into sustained love.

Because it turns out, a good soap drop isn't about hygiene. It's about hype.

Ready to make waves? Let's drop something unforgettable.