Irish Spring recently introduced a line of soaps and body washes named the Signature Collection. The new collection consists of four new products: the Hydrating Body Wash…..3-in-1 Body Wash…..Hydrating Bar Soap and Exfoliating Scrub Bar Soap.
The Colgate-Palmolive brand teamed up with PR agency Cohn & Wolfe to develop an interactive platform that was able to analyze personalities using just a signature. Consumers visited a website and signed their name on a mobile device, tablet or desktop where they were given a recommendation of a product that best suits their personality.
Participants who received product samples and engaged with the signature tool are helping the soap brand reach the millennial man who represents their target demographic. Irish Spring also used social media to promote the signature tool on Facebook and Twitter with the hashtag #IrishSpringSignature. Further campaign reaches encouraged shoppers to participate in the signature analysis by offering an opportunity to enter and win a trip with a friend to the NFL draft held in Chicago.
In addition to online and on-shelf promotions, the brand is using POP to bring attention to the new product line. This side kick shown above was found hanging on an end cap in Walmart. Decorated with wood grain graphics, the display theme was definitely geared to attract male shoppers. The unit merchandised 3-in-1 Body Wash and Exfoliating Scrub Bar Soap.
