Colgate-Palmolive portfolio mainstay Irish Spring will make its Super Bowl debut at this years big game, today releasing a trailer for its utopia-inspired ad. In parallel with the advertising effort, the brand has announced it is rebranding with new formulas and packaging meant to appeal to young consumers.<\/p>\n
Irish Spring, the classic soap brand born in Germany in 1970, today announced it will join heavy hitters Frito-Lay, Google, Taco Bell, Toyota and others at Super Bowl LVI on February 13. It will be the brands first-ever Super Bowl ad though not the first time that the brand has caused a football-related stir (a Georgia grocery store famously pulled the product from its shelves ahead of a University of Georgia game against Notre Dames Fighting Irish).<\/p>\n
Irish Spring today unveiled a teaser for the spot, which depicts an imagined utopia where everyone and everything smells fresh and clean. In the film, a middle-aged man in a graphic T-shirt arrives on a raft to a land of beautiful waterfalls and a community of white and beige-clad residents living in harmony. The land is dubbed Irish Spring, naturally. London-based TEN6 assisted in developing the creative.<\/p>\n
Were all about nice smells and have dreamt up the magical nice-smelling world of Irish Spring to express that, Colgate-Palmolives general manager of personal care for North America Emily Fong Mitchell told The Drum. To highlight our commitment to totally modernizing the brand, we wanted to create a TV spot that pays homage to the Irish Springs history and association with humor, nature, freshness and scent, while bringing it to life in a new way that explicitly shows Zillennial guys what were all about. And thats good smells.<\/p>\n
The brand plans to run the full-length video in a 30-second in-game spot a move that will run it around $6.5m.<\/p>\n
In tandem with its big game debut, the soap brand, owned by New York-based Colgate-Palmolive, has announced it is updating some of its formulas and will roll out new products in newly-designed packaging. The new packaging features a streamlined shape, a modernized logo and new graphics.<\/p>\n
The new products will reportedly hit select shelves on Super Bowl Sunday, with additional rollouts slated for the weeks following the event.<\/p>\n
Despite suffering supply chain challenges alongside countless other manufacturers and retailers, Colgate-Palmolive has fared relatively well in recent months. Though its latest earnings indicated mixed results, year-on-year revenue was up more than 6%, from $4.15bn to $4.41bn. Rebranding and advertising efforts like those under way at Irish Spring could help the company accelerate this growth.<\/p>\n
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Irish Spring debuts first ever Super Bowl spot and cleans up with a fresh rebrand - The Drum<\/a><\/p>\n","protected":false},"excerpt":{"rendered":" Colgate-Palmolive portfolio mainstay Irish Spring will make its Super Bowl debut at this years big game, today releasing a trailer for its utopia-inspired ad. In parallel with the advertising effort, the brand has announced it is rebranding with new formulas and packaging meant to appeal to young consumers. Continue reading