Dr. Squatch and Murray Bauman Take On ‘Big Soap’ in 'Stranger Things' Collab

Brett Gelman’s Murray Bauman is back, but this time, he’s blowing the whistle on what Dr. Squatch calls the "Big Soap" conspiracy.

The soap brand has leaned into the "Stranger Things" hype by having Gelman reprise his conspiracy-hunting character to expose the harsh chemicals lurking in conventional soaps.

His investigation leads him to Dr. Squatch’s Stranger Things collection, a lineup of 98%+ natural, cold-process soaps and aluminum-free deodorants.

They're designed to deliver what the brand calls a "supernatural clean."

"The Murray Bauman character is chaotic with a level of truth-seeking humor, which was the perfect way to dramatize the message we’ve been championing for years," Dr. Squatch SVP of Global Marketing John Ludeke told DesignRush. 

"Brett brought the same skepticism and curiosity we want guys to bring to their routines and the ingredients they’re putting on their skin. It’s a great reminder that what you use to get clean should actually be clean.”

The collab also sharpens Dr. Squatch’s identity by speaking directly to its core audience, using humor and pop-culture cues to boost brand awareness in the personal care market.

Stranger Soaps

The campaign's hero spot leans on parodying old-school TV specials. Of course, with Dr. Squatch’s signature humor and a "Stranger Things" twist.

"Listen up, America, what I'm about to show you might completely blow the lid off your shower routine," Gelman tells the viewers.

He then introduces the new line of soaps, which are complete with packaging inspired by the different characters in the Netflix hit. 

"Stop smelling strange, and start smelling stranger!" he says, closing the spot. 

The collab runs across the brand’s digital channels, including paid and organic social, timed with the final season of the popular series to maximize ongoing hype.

The collection includes four soaps and two deodorants inspired by iconic "Stranger Things" elements:

• Vecna’s Curse
• Squawk Signal
• Experiment No. 11
• Hellfire & Beyond

Each bar features unique blends of pumice, coconut oil, and natural extracts, paired with scents like blood orange, leather, and icy lavender to match the show’s tone.

Products are sold individually and as a 4-pack ($32) at Target stores and online, while deodorants ($14) are exclusive to Target and drsquatch.com.

Pop Culture as a Strategic Lift

There's arguably no bigger show at the moment than "Stranger Things," and Dr.Squatch wants in on that momentum. 

For marketers, the brand's latest efforts offer a clear example of how campaigns driven by popular IP can keep a brand relevant.

• Integrating recognizable pop culture characters makes a campaign more authentic and strengthens emotional connection with fans.
• Product design and storytelling work best when they're visible down to the packaging and digital content.
• Timing campaigns with media events, like a show’s final season, amplifies visibility and cultural resonance.

Previous initiatives of the brand similarly leveraged pop culture icons to boost engagement in men’s grooming.

Not long ago, it marketed its soap by having "Euphoria" star Sydney Sweeney's bathwater infused into it, which turned a lot of heads for its irreverent idea. 

Our Take: Can a Popular Show Drive Brand Relevance?

I love campaigns that respect both the audience and the source material.

Watching Murray Bauman dig into “Big Soap” feels like a wink to anyone who's been tuned into Hawkins’ mysteries.

For Dr. Squatch, the brilliance lies in transforming that brand of comedy into a lesson about product transparency and quality.

It's fan service, yes, but it’s also a reminder that smart brand storytelling can resonate with fans without feeling forced.

Dr.Squatch's efforts are authentic, funny, and tied to a product promise that actually matters.

Nostalgia can sell, but it sells harder when the product earns it.

In other news, Kinder Joy and Netflix’s "Stranger Things" just launched a multi-platform fan experience to coincide with the new season.

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