Colgate-Palmolive Company: Irish Spring campaign
Rebecca StanfelOverview
In the early 1990s the Colgate-Palmolive Co. sought to bolster its position in the highly competitive personal care market. After making several key acquisitions, the company turned its attention to the flagging sales of its Irish Spring bar soap. This green-colored, heavily scented soap had been introduced by Colgate-Palmolive in 1972. A catchy advertising campaign conceived in the 1970s had propelled Irish Spring into the ranks of the ten top-selling bar soaps in the United States and had developed a loyal base of consumers. Irish Spring, however, encountered fierce competition in the...