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Key Takeaways:
- Liquid Death and Dr. Squatch reunite to launch “Grime Reaper,” a limited-edition bar soap made with real mountain water.
- The bundle includes returning favorite “Dirt Destroyer,” and is available as a four-pack for $30 in select retailers.
- The campaign proves how unique and bold branding can amplify everyday products by making them feel memorable, shareable, and worth the hype.
Liquid Death’s latest bar soap drop might just send your body odor straight to the underworld.
The healthy beverage brand has reunited with natural soap maker Dr. Squatch for a limited-edition sequel to their first soap collab.
The new product, cheekily named “Grime Reaper,” follows the sold-out success of 2023’s “Dirt Destroyer,” promising a killer soap with an equally killer scent.
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Formulated with Liquid Death Mountain Water, sea salt, and agave extract, the Grime Reaper carries bright, woodsy, lemony notes aimed at fans who like their soaps natural.
Think of it like a "woodsy iced tea."
Meanwhile, the original Dirt Destroyer is back with eucalyptus, juniper, and cedarwood, ready to "wash away all the day’s dirt, sweat, and blood."
Each bar is made with 98-100% natural origin ingredients, free from additives on the brands' “sh*t list” list of banned chemicals.
“After last year’s collab sold out in a matter of days, we knew we had to bring our Soap for Psychos back for a sequel,” Andy Pearson, VP of Creative at Liquid Death, told DesignRush.
"We love that the Dr. Squatch team was able to translate our delicious iced tea x lemonade into one of their delicious briccs."
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The limited-edition soap duo is available in four-packs (two bars of each) for $30 on Dr. Squatch’s website.
Notably, individual bars are offered only to subscribers. A separate launch is also scheduled for select Target stores on May 11.
Marking their second collaboration, the new Liquid Death x Dr.Squatch soap drop shows just how product design can level up even the most ordinary grooming items.
Throw in some humor, niche branding, and bold packaging design, and you have yourself a winning product.
From Suds to Strategy
Part of the product rollout are several promotional videos and memes that give audiences a glimpse of what they get (and smell) with the new soaps.
One 16-second skit sees a man drinking his Liquid Death iced tea, noting that it not only tastes good, but also smells really great.
With no hesitation, he pours it all over his head because "he wants to smell like that."
The other man (played by the same guy) suggests a better solution: to just use the Liquid Death x Dr. Squatch Grime Reaper soap.
Another spot serves more as a product showcase, breaking down the soaps' ingredients and smelling notes.
As with previous Liquid Death drops and collabs, scarcity adds to the appeal.
The soaps are billed as limited-time-only products with no plans yet for a longer retail run.
Previously, the unorthodox beverage brand also made a casket cooler in collaboration with Yeti.
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