Most brands sell freshness through what you can see. But for blind and visually impaired consumers, that means being excluded from a category that relies heavily on sight. Irish Spring chose a different approach. When your scent is this iconic, and hasn’t changed in decades, you don’t need visuals to communicate confidence.
This CSR driven campaign put blind consumers first and everyone else second, using the brand’s legendary smell as an inclusive cue for identity, presence, and freshness that truly speaks for itself.
Ads written entirely in Braille put blind consumers first, while hidden NFC tags let sighted viewers scan to reveal the message or learn to read Braille themselves.
Book note: *We didn't black it out because most blind people still see something.
A visual-free spot that uses vivid audio description to recreate a classic Irish Spring ad, proving a commercial can be just as immersive without a single frame on screen and allowing sighted consumers to experience ads like the blind do.
THE IRISH SPRING SITE WENT COMPLETELY BLACK FOR THE MONTH OF OCTOBER (BLIND AWARENESS MONTH), INVITING USERS TO NAVIGATE THE BRAND THE SAME WAY BLIND CONSUMERS DO: THROUGH SCREEN READERS, AUDIO CUES, AND NONVISUAL DESIGN.
Irish Spring’s packaging was reimagined with blacked-out visuals and Braille descriptions, making the product itself accessible and unmistakably centered on blind consumers.
Every purchase came with Braille label stickers for common hygiene items, helping blind consumers transform their entire bathroom into a more accessible space.
CW: Kat Stanek AD: MK Gunn
