Irish Spring was seen across Northern America as a truly masculine bar soap and body wash brand, but its Irish Spring Body Wash had failed to resonate with its target market – the ‘millennial male’ aged between 18 and 34 – since its launch in 2007. The product needed a redesign that would connect with this key audience and lose its image as ‘my dad’s brand’. The new design sought to re-envisage the brand’s iconic heritage of delivering the freshest body wash. While it retained the traditional dark green from the product’s inferred Irish roots, a metallic substrate was used to brighten the colour and create impact on the shelf. Bold but simple macro imagery showcasing the energy and beauty of nature reflected the promised natural freshness of the wash. Following its launch in 2013, the product enjoyed a 30% increase in sales, with one major retailer reporting a 57% increase over a five-week period alone; all achieved without additional above the line marketing or promotional support.