For the Crowbar Awards, the challenge was to get single people to buy Dr. Bronner’s 18-in-1 by proving that social approval belongs to those who make looking good look easy. In a world of 15-step skincare routines and overflowing shower shelves, combo hygiene products have become synonymous with laziness. This campaign flips the stigma around combo hygiene products by treating the 18-in-1 as a flex rather than a flaw. We position Dr. Bronner’s as the total package: dependable, versatile, and almost too good to be soap.
Spot #1
Spot #2
a closer look at that coupon for ya
With this influencer strategy, we’re tapping into soft launch culture. This is the subtle, slightly braggy way people tease a new relationship online.
Influencers post cryptic captions and cropped photos with “soft launch” energy… but the reveal is Dr. Bronner’s. By treating the 18-in-1 like a new significant other, we reframe it as something worth showing off. If you’re proud to post it, it’s not a bad look. It’s a flex.
If you squint, the words almost match up with their mouths
CW: Noelle Smithers
AD: Maggie Sullivan
