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| IRISH SPRING , magazine launch ad, 1981. |
The deodorant soap brand known for its “new, manly scent”,
but good enough for the whole family was introduced by Colgate-Palmolive Phils.
in 1981. IRISH SPRING—by then, was
already a decade old, having been marketed first in 1970 in Germany, then
launched in the U.S. in 1972.
IRISH SPRING
has an interesting brand lore. A spring day in Ireland was much longer, with the sun still up
at 10 in the evening. This gave the Irish men more hours of labor, which meant
the need for longer deodorant protection—hence the name IRISH SPRING.
The Philippine IRISH
SPRING was packaged in a distinctive carton box with a 3-leaf clover icon, a traditional
Irish symbol. Premium-priced, it was sold on the basis of its double-deodorant
system for longer deodorant protection.
WATCH THE IRISH SPRING TVC HERE:
To complete the “imported”
image of the product, U.S.-produced IRISH SPRING
commercials were used in the local launch, featuring an Irish village setting
with actors speaking in the trademark Irish brogue.
To demonstrate the presence of double-deodorants in the
soap, TV ads showed the side of the soap being carved with a knife to reveal
the soap's green striped cross-section. The brand produced one of the most
memorable slogans-- The product had one of the most famous slogans : "Manly,
yes, but I like it too!" to communicate its expanded usage and appeal for
both sexes, and in the case of the Philippine market--for the whole family.
Though IRISH
SPRING prospered in the U.S. with
line extensions that include shaving products, deodorant and body wash, the
life of the brand in the Philippines was rather short, disappearing in less
than a decade, primarily because of its high price. Today, IRISH SPRING is available in the Philippines as an original,
imported premium brand with a market price ranging from 70-100 pesos per bar.
SOURCES:
"Irish Spring", wikipedia.com
Irish Spring Soap 1978 TV Commercial. uploaded by robatsea2009, published on June 30, 2017.
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