Irish Spring refreshes brand with signature campaign

Cohn & Wolfe is helping the soap brand reach its sweet spot of men a few years out of college by analyzing their John Hancock.

NEW YORK: Irish Spring is introducing a line of body washes and soaps by asking men to sign on the dotted line.

The Colgate-Palmolive brand launched the Irish Spring Signature line last week with an interactive platform that analyzes personalities based on signature. To find out what their autograph says about them, consumers can visit the website and sign their name on a tablet, mobile device, or desktop. The portal then recommends an item best suited for the user’s personality.

PR agency partner Cohn & Wolfe and the firm’s ME-24 mobile business unit helped create the concept for the initiative, which was spawned by research on Millennial men and brainstorming sessions about the new line.

"As we talked about who he is and how he is going to make his mark in the world, we thought it’d be interesting if we could help him understand what his signature says about him," explained Liz Beck, head of Cohn & Wolfe’s consumer practice.

She added that the firm launched the campaign with a mix of social and traditional media, as well as influencer and blogger engagement and social paid support.

"With this digital experience, not only are we able to engage influencers, but we’re also able to engage consumers through an easily shareable Web link that works across devices," explained Kristine Newman, head of ME-24.

The tool allows C&W and Irish Spring to provide consumers with "content and an experience that goes beyond an image or video," said Newman.

Key influencers, who are receiving product samples and trying the tool, are helping the soap brand reach its target demographic of a Millennial man who has been out of college for a few years and is starting to "come into his own," said Beck.

On social media, Irish Spring is promoting the tool on Facebook and Twitter with the hashtag #IrishSpringSignature. Beck and Newman said the brand has seen some good pick-up, but did not disclose exact metrics.

The brand is also enticing consumers to take part in the signature analysis by giving them the opportunity to enter a sweepstakes for a chance to win a trip with a friend to the NFL Draft next month.

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