Irish Spring

About

When I was challenged to introduce the new Irish Spring body wash range to the Canadian market, I decided to add a little bit of Irish luck too. Initially, the client wanted a sampling campaign of 300,000 trial size bottles of Irish Spring body washes in key Canadian markets. Deciding that there was perhaps a better way to key into the targeted the male 25-45 market, I created a witty interactive website that offered tongue-in-cheek pointers on ‘getting lucky’. It showed how to ‘spread your luck’ with the strategic showering with Irish Spring body wash. Plus it showed the benefits of creating ‘Lucky Underpants’ and relying on the fresh smell of Irish Spring as the most reliable ‘Wingman’ of all. the site also contained giveaways ranging from lucky golf balls to bottles of Irish Spring ‘Lucky Air’. The ‘Add A Little Irish To Your Game’ campaign uniquely positioned Irish Spring in the Canadian market. Leveraging the tie-in with St Patrick's day we saturated Toronto, Montreal, and Vancouver with 300,000 samples of Irish Spring, ‘Wingman’ tips and ‘lucky’ underpants as branded give-aways to the crowds.