ADdicted: Bathwater Bliss

American actress Sydney Sweeney is working with Dr. Squatch, a men's handmade soap company, to release a limited edition soap called "Bathwater Bliss".

The soap is infused with Sweeny's bathwater.

Yes, I'm serious and, no, I couldn't make this up if I tried.

Sweeny announced the limited edition product on her Instagram page, referencing that people "kept asking about my bathwater after the @drsquatchad... so we kept it."

I will leave it to you to decide if this is genius, gross, or both.

But I haven't been able to review any of my social media feeds this week without seeing posts about this partnership, and thousands of people online have been discussing whether this promotion is genius, gross, or both.

So if the goal of this promotion was to significantly increase brand awareness for Dr. Squatch by generating celebrity-driven publicity for the brand (and perhaps solidifing the brand's position as "edgy" and driving incremental traffic to the company's website at the same time), then I suspect Dr. Squatch's marketing team is going to earn a big bonus this year.