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Soap
A new “Waterfall Clean” scent helped Irish Spring’s sales surpass those of P&G’s
Ivory. Soap makers are feverishly translating brands into body washes, a hot, new
segment in personal cleansing.
Brand Co. Name, Location
Lead Agency, Location
Sales (millions)
Media Expenditures (millions)
1 Dove Lever Brothers, New York
Ogilvy & Mather, New York
Sales: $253.0
Media Exp: $25.0
2 Dial Dial, Phoenix
DDB Needham, Chicago
Sales: $183.4
Media Exp: $9.7
3 Zest Procter & Gamble, Cincinnati
Jordan, McGrath, Case & Taylor
Sales: $124.8
Media Exp: $17.0
4 Lever 2000 Lever Brothers, New York
J. Walter Thompson, New York
Sales: $121.1
Media Exp: $19.9
5 Irish Spring Colgate-Palmolive, New York
Young & Rubicam, New York
Sales: $107.6
Media Exp: $4.5
Sources: Information Resources Inc.
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