"Let’s dive into why this campaign has everyone talking, searching and what it teaches us about the power of viral marketing."
In the past 24 hours, the internet has been buzzing with a peculiar question: "Can you eat soap?" A quick glance at Google Trends, as highlighted in a recent X post by @greg16676935420, shows a dramatic spike in this search term on May 29, 2025. The culprit behind this odd trend? A viral marketing stunt by actress Sydney Sweeney in collaboration with Dr. Squatch, a natural body care brand. Let’s dive into why this campaign has everyone talking—and searching—and what it teaches us about the power of viral marketing.
On May 29, 2025, Pop Base (@PopBase) shared a post that set the internet ablaze: Sydney Sweeney partnered with Dr. Squatch to release 5,000 limited-edition bars of soap called Sydney’s Bathwater Bliss, which reportedly contain drops of the actress’s actual bathwater. Priced at $8 a bar, this medium-grit exfoliating soap, infused with sand, pine bark extract, and notes of pine, Douglas fir, and earthy moss, promises to transport users to “Sydney’s bathtub.” The announcement, paired with a dreamy ad featuring Sweeney in a luxurious bath setting, sparked immediate intrigue—and controversy.
The result? A surge in curiosity that led to a flood of Google searches for “Can you eat soap?” as people grappled with the concept of bathwater-infused soap. Some fans were thrilled by the gimmick, while others, like X user @positionsmafiaa, criticized it as “unclassy and uncouth,” arguing it undermines Sweeney’s credibility as an actress. Regardless of the divided opinions, the campaign undeniably captured attention, proving the potency of celebrity-driven viral marketing.
The question itself might seem absurd, but it’s not as far-fetched as it sounds. According to a 2021 Healthline article, eating soap isn’t uncommon and is often linked to pica, a mental health disorder where individuals crave non-food items. While most soaps are non-toxic in small amounts, ingesting them can cause indigestion, vomiting, and over time, serious health complications like organ damage. Nutritional deficiencies, mental health conditions, and autism can also contribute to pica, making the compulsion to eat soap more prevalent than many realize.
But most people googling this question aren’t dealing with pica. They’re reacting to the provocative nature of Sweeney’s campaign. The idea of consuming something as intimate as a celebrity’s bathwater—even in soap form—taps into a mix of fascination, humor, and shock. This isn’t the first time a marketing stunt has led to such behavior.
In 2018, the Tide Pod Challenge went viral, with teens daring each other to eat laundry detergent pods. The challenge resulted in over 435,000 social media mentions in a month, according to CNBC. Though not intentionally encouraged by the brand, it highlighted how viral trends can drive dangerous curiosity. Sweeney’s campaign, while more playful than perilous, has inadvertently ignited a similar wave of attention.
Sydney Sweeney’s bathwater soap drop is a masterclass in viral marketing, blending celebrity endorsement with shock value to create a cultural moment. Here’s why it worked—and what brands can learn from it:
As Search Engine Journal noted in a 2024 article, 75 percent of marketers use influencers, and 43 percent plan to increase spending on this tactic. Sweeney, a rising star known for Euphoria, brings a massive following and a relatable yet aspirational persona. Her partnership with Dr. Squatch feels authentic for a men’s grooming brand aiming to stand out, and her involvement ensures the product reaches a wide audience. The limited run of 5,000 bars, with 100 given away before the June 6 release, adds exclusivity, driving fear of missing out among fans.
The bathwater element is pure shock marketing. It’s absurd, a little risqué, and perfectly designed to get people talking. X replies to @greg16676935420’s post reflect the range of reactions—from @postmetaX’s “It’s her world, we’re just living in it” to @emergent’s quip about “simps” restarting the Tide Pod Challenge. Even satirical responses, like @Tesla7771’s mock ad for Rosie’s Bathwater Soap, show how the campaign has permeated internet culture. By leaning into the outrageous, Dr. Squatch ensured the product wouldn’t just be seen—it would be discussed.
Social platforms like X (formerly Twitter) are the perfect breeding ground for viral trends. The Pop Base post garnered thousands of interactions, and @greg16676935420’s follow-up chart of Google Trends data further amplified the conversation. Replies mentioning everything from Tide Pods to alien abductions (like @Nakamoto16J quoting a cryptic dog-and-UFO post) show how quickly a single campaign can spiral into a broader cultural moment. As Search Engine Journal points out, platforms like X, Instagram, and YouTube have become the top channels for celebrity promotions, outpacing traditional commercials.
The campaign doesn’t take itself too seriously, which resonates with younger audiences. Replies to @greg16676935420’s post include memes, like @emergent’s Michael Jackson eating Tide Pods GIF, and playful jabs, like @MiNHJUNG3’s mock Greg Ultra Instinct perfume ad. By inviting humor and absurdity, the campaign encourages user-generated content, further extending its reach.
While the campaign is a viral hit, it’s not without risks. The spike in “Can you eat soap?” searches suggests some fans might take the gimmick too far, echoing the Tide Pod Challenge’s dangerous consequences. Healthline warns that repeated soap consumption can lead to long-term health issues, a concern that Dr. Squatch and Sweeney may need to address if the trend escalates.
Additionally, the backlash from users like @positionsmafiaa highlights the risk of alienating fans who see the stunt as a step too far, potentially harming Sweeney’s reputation as a serious actress.
Sydney Sweeney’s bathwater soap saga offers valuable lessons for brands looking to harness viral marketing:
The Sydney’s Bathwater Bliss campaign has sparked a viral moment that’s both ridiculous and brilliant. By combining celebrity endorsement, shock value, and social media savvy, Sydney Sweeney and Dr. Squatch have created a cultural phenomenon that’s got everyone googling “Can you eat soap?” While the campaign flirts with controversy, its success in capturing attention is undeniable.
As brands continue to navigate the ever-evolving landscape of viral marketing, this soap stunt serves as a reminder: sometimes, a little absurdity goes a long way.
So, can you eat soap? The answer, as X user @OmarAlhammouri3 succinctly put it, is no. But can a soap campaign make you the talk of the internet? Absolutely—and that’s a lesson in viral marketing we won’t soon forget.
At Synergy Labs, we specialize in turning bold ideas into viral campaigns that spark conversations, drive traffic, and deliver results. Whether you're a startup or an established brand, our expert digital marketing team can craft attention-grabbing strategies that resonate with your audience—just like this soap stunt did.
Visit synergylabs.co to connect with our team and start planning your next big marketing moment.
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