Partnerships Playbook
Session Overview
How Dr. Squatch manufactured Supreme-style scarcity in a category nobody goes out of their way to buy – the partnership matrix, the licensing deal mechanics, and the road from Justin Herbert to Sydney Sweeney.
The Five Partnerships Types
Most brands approach partnerships backwards. They start with a wishlist of names they'd love to work with, then reverse-engineer a reason the deal makes sense. The result is a lot of collabs that look good on a mood board and underdeliver on the P&L — because nobody decided upfront what job the partnership was actually supposed to do.
From Sydney Sweeney’s Bathwater to Star Wars: How Dr. Squatch Built a Partnerships Engine, an Interview with Kiel Faulkner
In 2020 when Covid hit we were able to still produce our soaps and that's when we really saw the business spike. Paid media acquisition was really cheap, and we were starting to see the success with the limited-edition launches.Area 51 was the first limited edition soap and we were starting to see the success from it.
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