Softsoap Antibacterial Soap Launch

Washing our hands has always been important, especially during cold and flu season. Softsoap’s antibacterial sub-brand approached this truth head-on by focusing on some of the world’s messiest humans - kids. The visuals drew moms in with imagery of kids unknowingly spreading germs, and positioned Softsoap Antibacterial as mom’s partner in keeping her family healthy. 

Print ads and online videos targeted moms during the pre-cold season, while in-store merchandising and eCommerce content ensured visibility throughout peak cold season.