The Magical World of Irish Spring
As a 50-year-old brand, Irish Spring needed to re-introduce itself to Gen-Z and Millennial guys (Zillennials). There was an opportunity to shift perceptions of Irish Spring as 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 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.
Game Over For Bad Smells
Not only are Zillennials digital-first, but 80% identify as gamers (per Statista). When gamers are in the thick of battle, the last thing they want to do is put down the controller. In fact, one in five gamers have admitted to skipping a shower (per PC manufacturer Chillblast) so they don’t have to unplug. As the brand all about nice smells, we knew we had to solve this age-old problem.
And so, BCW created the world’s first-ever ‘Irish Spring Nice-Smelling Gaming Shower.’
Knowing Zillennial gamers are part of an energized audience on Twitch, we partnered with notable streamer FaZe Santana to debut this first-of-its-kind innovation live. The livestream pulled through visual and character elements from the newly unveiled world of Irish Spring, while modernizing it to authentically resonate with the gaming community.
FaZe Santana took his viewers along for the journey as he stepped into a lush entryway that served as a portal into the world. He is then received by a smelly gamer’s bedroom, setting up the insight that gamers can sometimes be less-than-fresh smelling. A villager from the Big Game commercial then greets him and shares that it’s time to freshen up. FaZe Santana finally discovers the Nice-Smelling Gaming shower, experiencing its Irish Spring wash cycle as he comfortably games and engages with thousands of viewers.
Changing the Game
The campaign secured coverage in the consumer lifestyle & gaming media outlets that speak to Irish Spring’s key Zillennial guy audience, including BuzzFeed, Fandom, Nerds and Beyond, Review Geek, and more. Partner FaZe Santana received 260K+ live views for the unveiling of the Irish Spring Nice-Smelling Gaming Shower, eclipsing his peak viewership and concurrent viewers by a wide margin, while netting out at 16.3K peak concurrent viewers and an average of 11K concurrent viewers. Over 615MM media impressions were secured around the Irish Spring Nice-Smelling Gaming Shower experience.