Thursday, September 7, 2023

Advertising, B2C Marketing, Brand Marketing, Creativity, Event Marketing, Experiential Marketing, Marketing, Marketing Campaign

When the best idea IS the shower

A shower was all I really wanted when I crossed the finish line.

Spartan races are messy. You’ve got muddy slopes so steep you end up scaling them on all fours, and obstacles slathered in sludge from every other mud-caked Spartan who got there before you. Add to that high summer temperatures and relentless humidity, and everybody at this particular race looked and smelled pretty gross by the time they crossed the finish line.

So, guess what’s on the mind of every Spartan finisher as they snag their participation medal and free banana.

A shower.

And guess what was within sight of the finish line.


With soap.

Dr. Squatch soap.

And a bunch of sudsy people who looked to be having a great time cleaning up the mess they’d just made. It was like a party over there. Soap and water flying through the air. Just regular people interacting with an everyday product in a normal way. Except not normal—it was an absolute blast.

It was also a genius brand move.

spartan race shower

Effective sponsorship opportunities can be tricky to identify, but when you find the right one, it’s marketing magic. Dr. Squatch found the magic. Not surprisingly, it was right where their audience was. They found a bunch of stinky, dirty people, and they said, “Hey, let’s own this.” And now they’re the official Soap and Body Wash Partner for select Spartan races this year.

Sometimes it takes a little creativity to secure the right sponsorship for your brand. I guarantee you the Spartan Race Series wasn’t actively looking for a Soap and Body Wash Partner. Nope, that was an opportunity Dr. Squatch created for itself. And that’s okay, because even though nobody was begging the brand to show up, once they did, it made perfect sense. They were welcomed with open (albeit dirty) arms, and they created a memorable experience that likely earned them some fans (and sales). It’s all about being in the right place at the right time.


Todd Steen
Kristie GraySmith
Jackson offices