Irish Spring Shower

To reintroduce Colgate Palmolive’s brand to Gen-Z, Burson 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 from simply soap to a magical, fantastical place where good, fresh smells are born.

The result was a brand refresh which introduced the Irish Spring universe during the brand’s first-ever Super Bowl commercial. But, to make an even greater impact, Irish Spring needed to extend that world into an experience catered to the Gen-Z target.

And so, Burson created the world’s first-ever ‘Irish Spring Nice-Smelling Gaming Shower’.