Soapy Joe’s, a family-owned business with 27 locations and growing, serving San Diego County, joined Comic-Con on a mission — to find the perfect partner for the company’s mascot, Soapy. While at the event, Soapy and Soapy Joe’s teammates handed out free wash coupons, posed for photos, and connected with convention-goers dressed as their favorite characters.
The appearance was a natural fit for the brand, with its identity shaped around turning the everyday car wash into an experience.
“People attend Comic-Con looking for an experience, and that’s exactly what we strive to give people every day at all of our Soapy Joe’s locations,” said Lorens Attisha, CEO of Soapy Joe’s. “Soapy has always been about creating fans, and there was no better place to send him looking for his next sidekick than Comic-Con.”
For Soapy Joe’s, the activation also offered an opportunity to engage with an audience through an experience that went beyond a traditional promotional giveaway.
“We wanted Soapy to show up, have fun with the fans, take photos, hand out free washes and make people smile,” said Adriana Escobedo, director of marketing at Soapy Joe’s. “The sidekick search gave the whole thing a playful storyline while letting Soapy interact with people in a way that felt authentically him.”
While Soapy Joe’s next sidekick has yet to be revealed, the mascot’s Comic-Con adventure gave fans plenty of opportunities to join the search and take home a little Soapy Joe’s magic of their own.
