Dr.Bronner’s: Zero Advertising, Millions in Revenue

“It’s a body wash, shave, shampoo, massage and mouthwash. Nature’s own ‘unsurpassed deodorant.’ Facial pack and mosquito repellent, fruit spray, diaper deodorizer and denture cleanser.” (Matthew Fordahl, AP) And I’ve got just a couple more: laundry, car washes, computer screens and dog baths.

Promising? Yes. Consistent Messaging? Yes. This all natural, fair trade marvel has been kicking around on organic store shelves for decades.

Dr. Emmanuel Bronner, aka the “pope of soap” found a need and filled it by creating, if I may say, one of the most unique and lasting products in the late 21st century by holding true to its brand for over 60 years.

If you’ve seen the packaging, you’d know it. If you haven’t, behold the unchanged label since 1948:

The messaging all over the product itself may been a bit appears wacky but this brand is the epitome of consistent.

The facts:

• Dr. Bronner’s is the number one-selling natural soap brand in North America.

• No ($0.00) advertising dollars have ever been spent on the product.

• Is made with only certified organic material, free of synthetic preservatives.

The product, pitch and point is simple: Cleans both body and soul.

Emmanuel’s Story

Dr. Emmanuel Bronner’s story is an integral part of the castile soap success. Just like any inventor, founder or CEO this individual’s presence and participation is essential. A passion that they and only they can exemplify for said product/organization/business is a recipe for motivation, success and productivity.
Should someone else fill the shoes of such a figure – priorities will inevitably shift. The excitement and passion becomes watered down, the message perhaps a little foggy – internally (employees) and externally (target market).

Dr. Bronner treated his employees like family and his energy was nothing short of convincing ability, spirited convictions and charm. His loyalty, mission and transparency drove his brand then, does today and will continue to tomorrow.

Way back in ‘01 Brand Channel did a feature on the mysterious Dr. Bronner’s. However, since then, we marketeers/branders/creatives haven’t given much notice to this unusual product – one could argue, the brand hasn’t done much. At that point I would retort and say that it has and continues to blow any other organic soap out of the water,  remaining the #1 natural soap in the country and untouchable in its industry. I’d say that’s something.

Bronner’s brand consistency has had the ability pay little to attention to suppliers who could otherwise muddy or confuse the brand with mixed advertising and promotions. Their standards are simple and lasting.

Yes, the antics are, to put it lightly – zany. However, Bronner’s WOM is powerful. The brand has a way of creating followers, which inevitably spreads Emmanuel’s own personal message, unusual as it may be.

The documentary, “Dr. Bronner’s Magic Soapbox” (directed by Sara Lamm), reveals the incredible life of Emanuel Bronner and his family. The man behind the soap:

Sure, Dr. Bronner’s message is strange. But from our seats their tactics: high quality products, consistency and word of mouth have backed a successful strategy that plugs directly into their niche category.

We can learn a lot from Emmanuel and the family who continues his legacy:

• Fill a void

• Create a legacy – not a fad within that void

• Stay true to what’s important and the messaging, and the sales, will follow

So, if you’re feeling adventurous, go pick some up – if you can’t find it ask any backpacker, or look for it by the granola.