Scrub Daddy’s ‘more edgy’ TikTok presence is very intentional

On Tuesday, much more than 4 million folks on TikTok watched the whirlwind romance of Scrub Daddy’s smiling sponge mascot and Duo, the owl mascot of language-studying application Duolingo. The 30-second online video — cross-posted to Scrub Daddy’s 1.4 million followers and Duolingo’s approximately 4 million — culminates in what can only be described as an immaculate scrub-ception, with Duo supplying delivery to smaller, green, Duo-shaped Scrub Daddy sponges.

If you have not spent a lot of time on the internet, you’re most likely really puzzled, but the articles is a best embodiment of manufacturers allowing go of standard corporate language on social media and embracing sexually billed posts, referred to as being “horny on primary.”

Duolingo and Scrub Daddy did not right away reply to The Inquirer’s ask for for comment on the movie.

The collaboration with Duolingo was the latest installment in the prolific TikTok portfolio of Pennsauken-centered Scrub Daddy, whose namesake merchandise is an pretty much-legendary, all-reason sponge that progressed from founder Aaron Krause’s plan for a hand scrubber intended for use in automobile human body shops. And many thanks to the viral movie-sharing app, the brand name has been equipped to access a sizable new audience it hadn’t previously tapped into by classic advertising, Krause instructed The Inquirer.

“For the last two a long time, men and women were property cooking, cleansing 3 moments a day and they have plenty of time to sit and seem at movies on their telephones,” Krause said. “And because of that, you know, the curiosity in cleaning products and solutions and sponges has long gone by means of the roof and we have been suitable there with the participating TikToks.”

The app had largely been prepared off as a dance app for little ones but picked up a swath of new end users through the pandemic: In the to start with quarter of 2020, the app experienced just extra than 900 million global regular every month active consumers. By the initially quarter of 2022, that just about doubled to 1.6 billion regular monthly lively TikTok users, according to app analytics agency

Scrub Daddy has also taken some likelihood by remaining “a tiny a lot more edgy” on TikTok, Krause reported. Last calendar year, Scrub Daddy mentioned it experienced earned about $332 million in retail income due to the fact showing on Shark Tank in 2012. The privately held business does not release annual profits figures, but has stated that income are growing at a fee of 30% a yr.

“I would not have purchased just one if it weren’t for TikTok,” claimed Lillian Barkley, a journalist who life in Washington. She credited her conversion to a CleanTok influencer who did a direct comparison with a regular sponge. “It’s basically the similar as any Tv set item demo, but the ease of parasocial interactions by means of TikTok builds believe in that you can’t rather get from a spokesperson.”

When it will come to TikTok’s impact on product sales, Krause attained perception during what he termed a “media blitz” the enterprise introduced in the Atlanta region throughout Television, radio, and billboards. He mentioned when the group tried using to decide whether there was an maximize in profits at Scrub Daddy’s greatest retail partners in the area, this sort of as Walmart and Target, “it was so tough to truly see if the sales went up.”

Now, Krause said he is aware “immediately how many people today noticed [a TikTok video].” If 2 million people today check out a video clip, 250,000 persons favored it, and 3,000 commented on it, the CEO claimed, he can track TikTok buyers subsequent the connection from a video to the company’s Smile Store to make a acquire. “I know particularly the ROI on that. You cannot get that sort of data anywhere else,” said Krause, who claims he sleeps “like three hours a night” and reads each individual social media comment.

Manufacturer consciousness comes from far more than Scrub Daddy’s very own information. One particular of TikTok’s most notable creators at the height of the pandemic, Addison Rae, posed the problem “Okay, but have you at any time squeezed a Scrub Daddy” to her much more than 4 million Twitter followers on May perhaps 2020. The writer Isaac Fitzgerald tweeted a image of Krause in January 2021 saying, “The male who founded Scrub Daddy sponges has a customized Scrub Daddy sponge necklace manufactured out of gold and I think anyone ought to know that.” It got additional than 10,000 likes.

And the brand’s on-line fandom has birthed much more than hybrid Duolingo-Scrub Daddy sponges. In March, Scrub Daddy took a new variety when drag performer River Glass debuted an interpretation of the legendary cleansing item as a part of a “Household Himbos” series that also showcased seems to be influenced by Mr. Thoroughly clean, Fabuloso, and Scrubbing Bubbles.

Glass, who has done cosplay for extra than 15 decades and always liked dressing up, cited Landon Cider, a Time 3 contestant on the competitiveness clearly show Dragula, as inspiration for getting to be a performer. As for how the Scrub Daddy seem arrived to be, Glass stated that “it really just popped into my head” regardless of in no way obtaining used the products just before.

The seem received the notice of Krause and the Scrub Daddy workforce, who despatched Glass a box of merchandise.

All the viral hoopla is entertaining, but guiding it is still a valuable products, according to this kind of Scrub Daddy loyalists as Barkley and Cassie City from Colorado. Cassie City praised the sponge as a regular weapon in her cleansing arsenal. “At initially I believed it was a silly products, but then I fed into their promoting ways and bought a person for myself,” she mentioned.