The Legendary Brand That Exploded On TikTok, Hermès In The Sponge Brush Category

A sponge ball for washing dishes costs US$4 (RMB 28)! You can’t imagine how popular this sponge ball with a cute smiling face is in the United States and loved by consumers.

In the past ten years, Scrub Daddy, the brand founded by American man Aaron Krause, has grown into a company with 273 employees and is sold in more than 250,000 retail stores. , a head cleaning supplies company with sales of $670 million.

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Aaron Krause, also affectionately known as "Dad the Sponge Brush," said of the product that changed the cleaning industry, "It's a miracle."

Aaron Krause has loved inventions since he was a child. He invented a series of sanding and polishing discs and started a car washing and paint care business. This sponge brush was originally designed by Aaron as a product for cleaning oily hands of workshop workers.

However, the material of this sponge is too hard. No worker or engineer will use this hard sponge to wash hands. It seems to be a useless and failed invention. In 2008, Kraus's many inventions attracted the interest of 3M, and Kraus sold his company for $3 million at a price he could not refuse.

However, 3M is not interested in this seemingly useless invention. The patent for this hand-washing sponge still belongs to Kraus, and the sample has been abandoned on a shelf in the corner of the factory.

Until one day, Klaus's wife asked him to clean the furniture in the garden. Klaus suddenly thought of those hard sponges that were thrown in the box and marked as garbage. It should be easy to use these stiff sponges to scrape rust spots on furniture. These useless sponges can finally come in handy.

After being immersed in hot water, Klaus suddenly found that the sponge became very soft, and when the temperature returned to normal temperature or was exposed to cold water, the sponge returned to its original hardness.

Klaus shouted in surprise: "Oh my God! I missed something."

As a savvy entrepreneur, he knew that features like this in his product meant huge business value. Different types of cleaning tasks require sponge brushes of different hardnesses, with soft sponges that won't scratch sensitive surfaces and stiffer sponges that remove a variety of tough stains and grime.

The ability to harden and soften at different temperatures alone wasn't enough to make Sponge Brush Daddy stand out in the market. Klaus designed an iconic smiley face for Sponge Brush Daddy.

The highly recognizable design allows the product to attract consumers' attention in any scenario. Moreover, this silly smile design has multiple pragmatic effects.

The opening design of the mouth and eyes makes the Scrub Daddy easier to grasp and control when using it. You can also directly insert cutlery, forks, chopsticks and other tableware into the small holes, and pull it back and forth for easy cleaning. The serrated edges shaped like a hair allow the Scrub Daddy to easily clean a variety of shapes and surfaces, including flat, curved and uneven surfaces.

Kraus firmly believes that this is a product that can redefine the cleaning products industry. The product of "Sponge Brush Daddy" not only has excellent cleaning performance, but more importantly, this sponge with a naive smile Brushes make something as boring and boring as cleaning easy, fun and fun.

Such a product is subversively different from the existing sponge brushes on the market, and will surely impress consumers. Therefore, Klaus confidently set an unimaginably high price for the "Sponge Brush Dad" series of products. Even the wholesale price for retail channels is $2 a piece.

In the most famous entrepreneurial reality show "Shark Tank" in the United States, Lori Greiner, a discerning investor known as the Queen of TV Shopping, could see the huge commercial value of this little sponge at a glance. After the investment cooperation was finalized, the product quickly verified Lori Greiner's ruthless investment vision. During Greiner's infomercial, 42,000 sponges were sold to viewers in just seven minutes.

The outstanding performance of "Sponge Brush Dad" on the "Shark Tank" program also attracted countless retailers seeking cooperation. The sales of this interesting product exploded both offline and online!

A savvy entrepreneur, Aaron Krause knows how to capitalize on a trend. The exposure, influence and investment of the "Shark Tank" program itself, as well as the credit endorsement and network resources of Lori Greiner, the Queen of TV Shopping, all bring huge potential to the cold launch of the brand.

Aaron Krause certainly won’t miss the traffic bonus of social media platforms. Extremely popular around the world, TikTok, one of the most popular social media and content platform apps in the United States, has become the most important marketing position for “Sponge Dad” in recent years.

Audiences who have watched the TikTok videos of “Sponge Daddy” will marvel at the creativity of its content team. Under the “Sponge Daddy” brand, there are sub-brands designed for different groups (Sponge Daddy, Sponge Brush Mom, Sponge Brush Baby, Sponge dad's dog, Sponge mom's cat), or "sponge dad" family member. The TikTok brand account of "Daddy Sponge" gives a full panoramic view of the family of "Daddy Sponge" through short drama videos, including many elements such as love, betrayal, forgiveness, conspiracy theories, suspense and so on.

You never know what content this second-rate content team will create with this silly and smiling sponge. These interesting videos have brought a steady stream of exposure and praise to Scrub Daddy. The official account alone has received 3.6 million fans and more than 70 million likes.

In one of the most viral videos, Scrub Daddy’s mascot, a giant sponge-brush doll, and another internet giant, Duo, the owl mascot of Duolingo, had an affair in the office. Don’t forget, Sponge Brush Dad’s spouse is Sponge Brush Mom. In the subsequent plot, it is obvious that the married sponge-brush dad has made a mistake that all men make.

An even more jaw-dropping thing happened, Duo, the adorable mascot of Duolingo, gave birth to a bunch of cute little owl-shaped sponge brushes.

This may be the most incredible brand co-branding activity and the most absurd plot design I have ever seen.

Such an interesting and hilarious idea made the audience laugh, and brought millions of exposures to the two brands Duolingo and Sponge Daddy.

Some viewers in the comment area praised, "The marketing team is really creative!"

Some curious melon-eaters also asked if the mixed-race Spongebob was available for sale. The sponge brush dad reacted strongly: "These sponge brushes are the fruit of our love, and you actually want us to sell them?"

You can never imagine how much fun these idiots can have.

In another viral video, a boss mistook the newly launched product Streakless Cloths for Streak and excitedly ran naked around the office holding up the new product and a large sponge to cover up his shame.

A group of female employees watching behind them had a wicked smile on their faces.

"It's Streakless, not Streak!" Until an upright employee bravely stood up and stopped the crazy company boss Aaron Krause.

At the end of the video, the audience is naturally guided to buy this newly launched product.

“Remember, it’s Streakless, not Streak!”

Such a funny homophonic meme video idea, and an action-oriented boss who is open-minded and not afraid to take action personally, how can this video not go viral!