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 ...