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How Irish Spring’s ‘gaming shower’ marketing activation cleaned up on Twitch

As far as marketing activations go, combining a gaming chair with a thirty-minute shower is on the stranger side of things. However, despite its eccentricity, this abstract activation was a calculated (and ambitious) move by Irish Spring, a well-known American soap brand owned by Colgate-Palmolive. Irish Spring has recently sought to modernize its brand. This …