Coast (soap)

Coast is an American brand of deodorant soap and body wash owned by High Ridge Brands Company. It was originally introduced by Procter & Gamble in 1976. Its marketing catchphrase is "The Eye Opener!" Originally a bar soap, the company also began to produce body wash in 2003.[1]

Coast
OwnerHigh Ridge Brands Company
Introduced1976 (1976)
MarketsSoap
Previous ownersProcter & Gamble (1976-2000)
The Dial Corporation (2000-2012)
TaglineThe Eye Opener!
Websitehttp://www.coastsoap.com/

In 2000, the Coast brand was sold by Procter & Gamble to The Dial Corporation, an Arizona-based company that became a subsidiary of Henkel in 2004.[2]

In 2012, the Coast brand was sold by Henkel to Brynwood Partners VI LP, a Stamford, Connecticut-based firm, through its subsidiary, High Ridge Brands Company (HRB), which owns a variety of personal care products, including Zest, Alberto VO5, and Rave.[3] HRB was later sold to Clayton, Dubilier & Rice and is now a portfolio component of Tengram Capital Partners.[4]

Marketing

The target market for Coast soap has always been men.[5] In 2006, the company won a "Top 100 Rebrand award" for a packaging redesign that was credited with doubling sales of the body wash product and maintaining a market presence that had been declining for the bar soaps.[5] To recognize the 35th anniversary of Coast soap, it was marketed in limited-edition "throwback" packaging from the late 1970s, and an online gallery featured several decades of advertisements for the product.[6]

The company has sponsored a car in the Indianapolis 500 and the rest of the Indy Racing League schedule.[7]

References
  1. "History". Coast Soap website. Retrieved 16 August 2013.
  2. Company Briefs, New York Times, April 26, 2000
  3. "Brynwood adds Coast soaps, Soft & Dri deodorant, to portfolio", Connecticut Post, April 20, 2012
  4. "About", High Ridge Brands, retrieved 3 August 2021
  5. "Rebrand.com: Top 100 awards 2006". Archived from the original on 2013-12-16. Retrieved 2012-04-26.
  6. "MetLife's Cartoon Ads Are The Latest In Nostalgia Marketing", Hartford Courant, February 7, 2012
  7. "Coast Soap to sponsor Dreyer & Reinbold racing in Indy Racing". RacingWest. May 24, 2001. Retrieved 16 August 2013.
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