Marketing In Brief
This article was originally published in The Rose Sheet
Executive Summary
Colgate-Palmolive: Irish Spring Vitamins deodorant soap, debuting now, contains pro-vitamin E to "help protect the skin against environmental stresses," firm says. Targeted to young men concerned with skin care, the "fresh, clean" scented soap is available in a 2.5 oz. trial size and 4 oz. bar in 3-, 6-, 8- and 12-unit packs retailing for $1.99-$5.89. Launch supported with FSIs and TV, print ads designed by Young & Rubicam and breaking in March. Irish Spring Vitamins is brand's first new soap since 1999 debut of Irish Spring Aloe, which was supported by $3.1 mil. in advertising in the first six months of 2001, according to data from New York-based CMR...
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