Irish Spring
America's Top Irish Pubs
Using multiple media platforms, Irish Spring created a campaign that integrated a custom Zagat guide, an online microsite, a coordinated public relations effort as well as print advertising.
Strategic Focus
Advertising tie-in, Brand Awareness, Consumer Promotion
Client Objectives
- Introduce a new line of Irish Spring (Colgate-Palmolive) body wash for men nationwide in a clever and fun way
- Extend Irish Spring brand reach to a younger demographic
Zagat Solution
- Created a multichannel marketing campaign featuring Zagat content and products
- Zagat produced a unique, 64-page custom guide promoting top Irish pubs in 15 markets nationwide; four-color advertising was included to present the product
- Guides were distributed by street teams preceding St. Patrick's Day to garner maximum brand impact
- Irish Spring licensed Zagat content for six months on GetIrishNow.com to drive more traffic to the site
- Ted Zagat appeared on Fox and Friends to announce the custom guide, cities and touring locations to round out the national media campaign
- Maxim featured the new line of Irish Spring body wash and custom Zagat guide in their "Fresh Issue," further promoting the brand and reaching out to a younger audience
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