Irish Spring soap has been around for decades and enjoys a lot of built-in "brand equity," but its average user has gotten older.
The company wanted this campaign to tap into the double-digit growth in the use of body washes by 20-something men.
IDEA: The company sought through an integrated PR, marketing, and ad campaign to promote its new Irish Spring Body Wash through direct interaction, free samples, media coverage, an Irish pub-focused Zagat guide, and a "micro" Web site. "Everything we did, whether it was the Zagat guide or the media coverage, was designed to drive visitors to the microsite," says Kim Erlichson, Cohn & Wolfe VP. "We wanted to get direct interaction, but also to leverage the tour to get people online."
TOOLS: Teams of "Irish lasses" in bathrobes gave out product samples and the local Zagat guide to pedestrians in nine markets. Stopovers included Chicago on March 2, followed by Atlanta, San Francisco, Washington, and other cities, with the tour concluding in New York on March 17, St. Patrick's Day. In addition to giving out samples and Zagat guides, the PR team organized basketball-shooting tournaments in four of the markets, with local radio stations aiding in promotion. The tour also featured a "Get Irish"-branded SUV and posters at the tournaments encouraging people to visit the Web site, where they could enter a sweepstakes for a trip to the Emerald Isle.
MEASUREMENT: Success of the campaign will be measured by the number of samples given out, traffic to the Web site, and media coverage.
Campaign: Get Irish Now
PR team: Cohn & Wolfe (New York) and in-house
Other marketing: Ads (Young & Rubicam) and Web site (VML)
Launch: March 2