Irish Spring Body Wash
The Scoop
Project:
Cohn & Wolfe came to Eventage to create a memorable launch campaign for Irish Spring Body Wash, centered around the St. Patrick’s Day holiday and focusing on young men in 9 markets.
Cohn & Wolfe came to Eventage to create a memorable launch campaign for Irish Spring Body Wash, centered around the St. Patrick’s Day holiday and focusing on young men in 9 markets.
Client:
Cohn & Wolfe Public Relations, Colgate Palmolive
Deliverables
- Creative development
- Market and venue research and acquisition
- Brand ambassador/model sourcing, training and management
- Product warehousing, transport and distribution
- Scenic and graphic design and installation
- Tour routing and logistics
- On-site and on-the-road management
By the Numbers
- 2 simultaneous tours to hit 9 markets in 2 weeks
- 2 fully wrapped Irish Spring Body Wash SUVs
- Irish models in branded terrycloth robes
- Custom Zagat guides to local pubs
- Branded head-to-head pop-a-shot basketball tourneys in select markets
- 82,000 samples of Irish Spring Body Wash
- 50,000 custom Zagat guides to local Irish pubs
- Contingency plans to keep the program going through blizzards in NYC and Chicago.
How'd We Do?
The tour generated media coverage nationwide in such outlets as The Today Show, Fox ‘N Friends, Maxim, USA Today, About.com, LA Daily News, Washington Post, Newsday, Boston Globe, Metro and dozens of online outlets, among others. Cohn & Wolfe delivered 140% of the client’s PR goal and helped drive a record number of visitors to the brand’s website. The strong launch campaign helped the brand reach its share of market goal for the year in just one month.
"Thanks for the great work from the Eventage team. We really enjoyed working with you on this project. And though the weather was not on our side most days, we pulled off a successful tour regardless."
- Vice President, Cohn & Wolfe
- Vice President, Cohn & Wolfe
 |
 |
