Irish Spring Shower
To reintroduce Colgate Palmolive’s brand to Zillennials, BCW tapped into deep audience insights to develop a digital-first activation catered to the large and influential gamer market.
There was an opportunity to shift perceptions of Irish Spring as simply soap to a magical, fantastical place where good, fresh smells are born.
Agency: BCW Global
Role: Senior Creative Producer
The result was a brand refresh which introduced the Irish Spring universe during the brand’s first-ever Big Game commercial. But to make an even greater impact, Irish Spring needed to extend that world into an experience catered to the Zillennial target.
And so, BCW created the world’s first-ever ‘Irish Spring Nice-Smelling Gaming Shower.’
