{"id":10108,"date":"2025-12-20T13:23:35","date_gmt":"2025-12-20T18:23:35","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/12\/20\/meet-dr-squatchs-brand-mascot\/"},"modified":"2025-12-20T13:23:35","modified_gmt":"2025-12-20T18:23:35","slug":"meet-dr-squatchs-brand-mascot","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/meet-dr-squatchs-brand-mascot\/10108\/","title":{"rendered":"Meet Dr. Squatch\u2019s Brand Mascot"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>By Heather Taylor, Editor-in-Chief, PopIcon<\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Who <em>is<\/em> the <a href=\"https:\/\/www.drsquatch.com\/\" target=\"_blank\" rel=\"noopener\">Dr. Squatch<\/a> mascot?<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/12\/dr_squatch_mascot_3.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">While there\u2019s an abundance of information about the Certified B Corporation, their personal care products, and a bit of founder Jack Haldrup\u2019s backstory on the Dr. Squatch website, little can be gleaned about the brand\u2019s sasquatch character seen on the company logo. And the few snippets about the character supplied by social media platforms like TikTok never reveal enough. (Dr. Squatch is the \u201cCEO of replies\u201d and doesn\u2019t need an ID when he\u2019s got his Wood Barrel Bourbon soap, according to TikTok.)<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@drsquatch\/video\/7577135847644941623\" data-video-id=\"7577135847644941623\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@drsquatch\" href=\"https:\/\/www.tiktok.com\/@drsquatch?refer=embed\">@drsquatch<\/a> <p>You already know who I am \ud83d\ude0e<\/p> <a target=\"_blank\" title=\"\u266c orijinal ses - fournight\" href=\"https:\/\/www.tiktok.com\/music\/orijinal-ses-7573379827625986833?refer=embed\">\u266c orijinal ses &#8211; fournight<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">We were lucky enough to chat with John Ludeke, SVP of Global Marketing at Dr. Squatch, who explains the surprising reason why their mascot is a sasquatch, the one question fans can\u2019t stop asking him, and where we might see the mascot land next in 2026.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Has the Dr. Squatch mascot been part of the brand since its inception? Or did the idea for the character come a little bit later?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">In the very beginning, the brand was called Sasquatch Soap, so Dr. Squatch has been baked into our identity from the start. Our founder Jack Haldrup had the original idea for a natural, masculine brand with a sense of humor, and his sister, who\u2019s an artist, helped translate that vision into our first logo. A version of that early work is still part of the brand DNA today.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>The company name probably had a hand in this, but how did you decide the mascot would be a sasquatch? Were there other characters, or animals, you might have gone with as a mascot but didn&rsquo;t?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Jack wanted to create a brand that was both natural and masculine but also didn\u2019t take itself too seriously, and that tone helped shape the character early on. As he developed the look and thought more about the brand\u2019s personality, he wanted a character who could represent more than just soap.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/drsquatch\/p\/DL0AAviNNzb\/?hl=en<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Dr. Squatch perfectly embodied the duality between man and beast, and represents this not-so-serious vision of living a natural, wild, and free life with a touch of manly refinement. He embodies the fun, humorous persona that defines the brand today. That\u2019s how he landed on Dr. Squatch, and it stuck. We never seriously explored other animals or characters; the sasquatch felt like the perfect match from day one.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/12\/dr_squatch_mascot_8.png\" alt=\"\"\/><\/figure>\n\r\n<h2 class=\"wp-block-heading\"><strong>How was it decided a mascot selling soap would be clad in a jacket with a tie and a pipe?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The dinner jacket, tie and pipe were intended to speak to his sophistication and intellect. He is a doctor, after all. PhD, not MD.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How would you describe the mascot&rsquo;s personality? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/drsquatch\/p\/DJuGs8GuRI2\/?hl=en<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Dr. Squatch is playful, a little mischievous, and he\u2019s always ready to poke fun without taking himself too seriously. He loves adventure, good jokes, and naturally, all things natural soap \u2013 especially our classic scents like Pine Tar and Fresh Falls. As for dislikes, he\u2019s not a fan of anything fake, harsh, or synthetic.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What has the customer response to the mascot been like? I can tell they love to engage with him on social media. Do you ever get frequently asked questions about the mascot from customers you&rsquo;d like to answer with us?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">The response has been overwhelmingly positive. People love joking around with him online, and he\u2019s become a fun, memorable face of the brand that really resonates with our audience. Dr. Squatch is all about having a good time with the Squatch nation, and he genuinely enjoys hanging out with them across social and in the comments.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><blockquote class=\"tiktok-embed\" cite=\"https:\/\/www.tiktok.com\/@drsquatch\/video\/7568242695160794423\" data-video-id=\"7568242695160794423\" data-embed-from=\"oembed\" style=\"max-width:605px; min-width:325px;\"> <section> <a target=\"_blank\" title=\"@drsquatch\" href=\"https:\/\/www.tiktok.com\/@drsquatch?refer=embed\">@drsquatch<\/a> <p>More like y=mx+NOT \ud83d\ude08<\/p> <a target=\"_blank\" title=\"\u266c \u0442\u0433\u043a grindgwapa - @grindgwap\" href=\"https:\/\/www.tiktok.com\/music\/\u0442\u0433\u043a-grindgwapa-7492489910503426821?refer=embed\">\u266c \u0442\u0433\u043a grindgwapa &#8211; @grindgwap<\/a> <\/section> <\/blockquote> <script async src=\"https:\/\/www.tiktok.com\/embed.js\"><\/script><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">One of the most frequently asked questions we get is, \u201ccan we please get a plushie of him?\u201d And the answer is \u2026 maybe<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Dr. Squatch&rsquo;s mascot is arguably the most famous soap mascot around. As a certified B Corp, how does this visibility translate towards doing more which benefits the Dr. Squatch social and environmental impact?<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">Our mascot grabs attention, which helps give us a bigger platform to do good. Behind the humor, every move we make is guided by our social and environmental commitments.<\/p>\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/12\/dr_squatch_mascot_2.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">As a B Corp, we hold ourselves to higher standards across the business \u2013 from using over 98% natural-origin ingredients and sustainably sourcing key materials, to holding our suppliers to fair labor standards and staying transparent with our customers. We maintain a continuous feedback loop to educate, inform, and ensure our products meet the needs of the people who use them.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How would you describe Dr. Squatch&rsquo;s take on social media? Some brand mascots have unhinged behavior, but yours toes the line well for being well-versed in memes without getting too over the top.<\/strong><\/h2>\n<p class=\"wp-block-paragraph\">We aim to keep things fun while staying true to the brand\u2019s core values. The mascot gives us room to play in internet culture, yet we ensure the brand stays relatable and grounded.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/drsquatch\/p\/DKuj4DWM0KX\/?hl=en<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Our goal is to tap into humor in a way that feels natural for the character and authentic to the brand, not just jump on every trend for the sake of it.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>2025 was a big year for the Dr. Squatch mascot. He got invited to the Goodyear Blimp&rsquo;s 100th birthday and received his first Halloween costume collaboration with Spirit Halloween. Were there any major milestones the mascot experienced this year you were most proud of? <\/strong><\/h2>\n<p class=\"wp-block-paragraph\">He had fun with the Spirit Halloween collaboration. It was the first time fans could literally step into Dr. Squatch\u2019s shoes and interact with the brand in a whole new way, and it really showed how much people connect with him.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">https:\/\/www.instagram.com\/drsquatch\/reel\/DL5Jl5OyA3g\/?hl=en<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Being invited onto the Goodyear Blimp alongside so many other iconic mascots was a true \u201cpinch-me\u201d moment for him. Creating viral content with that lineup helped solidify Squatch as a mascot to watch.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Since his debut, he\u2019s starred in our Social Media Mascot Series, where his playful hijinks shine as he \u201chelps\u201d people with their problems by making them a little dirtier, because it\u2019s always more fun to get messy before you get clean with Dr. Squatch. Next year, we\u2019ll be rolling out even more mascot-led videos that drop him into wild, unexpected scenarios.<\/p>\n\n\n\n\n\n\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/12\/dr_squatch_mascot_5.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Overall, we\u2019re proud of the way he\u2019s become a central part of our brand\u2019s storytelling and helping us bring humor, personality, and approachability to the men\u2019s personal care category.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What does 2026 hold for Dr. Squatch and its mascot? <\/strong><\/h2>\r\n\n<figure class=\"wp-block-image aligncenter size-full\"><img decoding=\"async\" src=\"https:\/\/popicon.life\/wp-content\/uploads\/2025\/12\/dr_squatch_mascot_4.png\" alt=\"\"\/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">Without spoiling surprises, expect to see Dr. Squatch show up in more unexpected places and continue shaping the humor and heart of our biggest moments. 2026 is all about scale for the brand: bigger storytelling, more world-building, and deeper integration between the mascot, our products, and the cultural conversations we\u2019re leading.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Image Credits: Dr. Squatch<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong>About the Author<\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Heather Taylor is the senior writer and editor-in-chief of PopIcon, Advertising Week\u2019s blog about brand mascots. Got a pitch on brand mascots or want to wax nostalgic about characters? Drop her a line at <a href=\"mailto:howveryheather@gmail.com\">howveryheather@gmail.com<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>We were lucky enough to chat with John Ludeke, SVP of Global Marketing at Dr. Squatch, who explains the surprising reason why their mascot is a sasquatch, the one question fans can\u2019t stop asking him, and where we might see the mascot land next in 2026.<\/p>\n","protected":false},"author":7,"featured_media":10109,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[15],"topics":[2],"class_list":["post-10108","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-popicon","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - 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