Drive relevance and consideration of Irish Spring® with Male Millennials. Drive conversion of Male Millennials by establishing a relevant connection around going out, getting dirty with Irish Spring as the solution. ►Consumer: “Real guys are passionate about being outdoors and getting dirty and need a body wash to clean them up right.”
Shopper: “When I run out of body wash, I tend to replace it with what I normally use. I will consider choosing something different if I notice it and if it is relevant to my lifestyle.”
Art Direction & Design for Irish Spring® 2018 shopper activation.