What do Sydney Sweeney and crypto marketing have in common?

Today’s topic is soap.

In case you missed it, Sydney Sweeney just launched a soap infused with her actual bath water.

Yes. Bath water.
Yes. It sold out instantly.
No. It wasn’t about hygiene.

The product? Irrelevant.
The campaign? Honestly won’t share my opinion here.
She wasn’t selling soap. She was selling a story. A moment. A microdose of her life you could literally lather onto your skin.

It wasn’t about getting clean.
It was about getting closer? To her? (idk apparently it’s a common need among perverts)

And that, dear reader, is exactly where crypto marketing often lives too, right in that strange tension between utility and narrative.

Because let’s be honest: we’ve all seen people ape into coins with zero product, no roadmap, and a JPEG for a brand deck. And why?
Because of the vibe and cause, we’re a bit dumb tbh. 

Here’s a quick overview

• Storytelling > Utility. At least sometimes.

• And yes, about PMF...

• So, what does Sydney Sweeney teach us about crypto marketing?

tag alongggg

Storytelling > Utility. At least sometimes.

There’s this idea in the space that utility wins. That tech is everything. That you just need to “build a great product” and the rest will follow.

Sure. If your goal is long-term sustainability, product-market fit (PMF) matters.
If you don’t want your project to evaporate in six months, you should probably solve a real problem. That part isn’t up for debate.

But let’s not pretend narrative doesn’t move markets.

People buy tokens, join communities, mint things they don’t need, and ape into presales not because of utility but because the story slapped. Because the vibe was right. Because it felt fun, chaotic, bold, or perfectly timed.

Sydney didn’t need to prove efficacy. She didn’t run a split test on soap softness. She dropped a bathwater lore bomb and let her audience do the rest.

And in crypto, that energy isn’t rare. It’s how half the space launches.

You get a logo, a meme, a little mystery, and suddenly, a tokenized inside joke is doing 8 figures in volume.

It’s not logical.
It’s social. It’s emotional.
It’s narrative PMF.

Having the right narrative and delivering it the right way doesn’t just “help” marketing. It reshapes how people perceive value altogether. According to Framing Theory (Tversky & Kahneman, 1981), the way information is presented has a massive impact on how it's interpreted and acted upon.

People don’t respond to raw features; they respond to the frame around those features. A well-told story can increase perceived utility, even when the functional value hasn’t changed at all. In practice, that means the same token, project, or product can either fall flat or sell out, depending entirely on how the narrative is structured, who it resonates with, and how it's emotionally positioned. 

Sydney Sweeney’s soap isn’t a better cleanser. It’s just better framed. And in crypto? That framing is often the difference between 300 holders and a market-making moment.

And yes, about PMF...

If only I made a drinking game every time a founder marketer mentions PMF in a convo. I’ll be hammered af and I CAN handle my liquor. Let’s move on.

Somewhere along the line, “product-market fit” stopped being a clear milestone and started sounding like a word I see thrown around to make you look smart.

Every marketer is “working toward PMF.”
Every thread is “how we found PMF.”
Every deck has it plastered like it’s divine truth.

Reminder: if you’re marketing something that doesn’t have a product yet, you’re not chasing PMF, you’re building market-message resonance.

And if you’re launching for fun, culture, or clout, maybe that’s the point. Not everything needs to be B2B SaaS with tokenomics.

But if you’re building for real?
Then yes, PMF is the goal.
Just don’t forget: story is part of the product, especially in crypto.

And for god’s sake, don’t talk about PMF when you don’t even track data.
Oh, data tracking for crypto marketing in order to achieve PMF?

So, what does Sydney Sweeney teach us about crypto marketing?

People don’t always buy things to use them.

They buy things to belong.
To flex.
To collect a moment.
To say, “I was here when that thing dropped.”

They buy a soap bar because it’s linked to a woman they saw cry on screen once and now irrationally trust with their soul.

Crypto isn't that different.

People ape into coins, join tg groups, or rep your token on their profile because they felt something. Not because they read your dev docs.

And the best marketing doesn’t kill that instinct; it respects it and then builds infrastructure underneath to support the attention once it arrives.

Got questions? Feedback? You know where to find us 📞—we’re here to help you get organized, even if we’re still figuring out our own lives.

Until next week,

stay cookish. 🍪