Coast (soap)
{{Short description|Brand of bar soap and body wash}}
{{out-of-date|date= June 2020}}
{{infobox brand
| name = Coast
| logo =
| image =
| caption =
| type =
| currentowner = Sodalis USA (formerly High Ridge Brands Company)
| origin =
| introduced = {{start date and age|1976}}
| discontinued =
| related =
| markets = Soap
| previousowners = Procter & Gamble (1976-2000)
The Dial Corporation (2000-2012)
| trademarkregistrations =
| ambassadors =
| tagline = The Eye Opener!
| website = http://www.coastsoap.com/
}}
Coast is an American brand of deodorant soap and body wash owned by Soldalis USA (formerly 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.{{cite web|url=http://www.coastsoap.com/history/|title=History|work=Coast Soap website|accessdate=16 August 2013}}
In 1977 Procter & Gamble launched the Coast formula under the Zest brand name in France, followed by Italy and the UK in 1982. Like US Coast, the European version had the same perfume and was marbled, but colored yellow not blue. The brand was eventually withdrawn from Europe.
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.[https://www.nytimes.com/2000/04/26/business/company-briefs-962759.html Company Briefs], New York Times, April 26, 2000
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.[http://www.ctpost.com/news/article/Brynwood-adds-Coast-soaps-Soft-Dri-deodorant-3497917.php "Brynwood adds Coast soaps, Soft & Dri deodorant, to portfolio"], Connecticut Post, April 20, 2012 HRB was acquired by Italian company Sodalis Group in October 2024.{{cite web|url=https://www.businesswire.com/news/home/20241003305423/en/HRB-Brands-Acquired-by-Sodalis-Group|title=HRB Brands Acquired by Sodalis Group|first=|last=|work=Business Wire|date=October 3, 2024|access-date=December 27, 2024}}
Marketing
The target market for Coast soap has always been men. 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.{{Cite web |url=http://www.rebrand.com/content425 |title=Rebrand.com: Top 100 awards 2006 |access-date=2012-04-26 |archive-url=https://web.archive.org/web/20131216053423/http://www.rebrand.com/content425 |archive-date=2013-12-16 |url-status=dead }} 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.[https://www.courant.com/2012/02/07/metlifes-cartoon-ads-are-the-latest-in-nostalgia-marketing/ "MetLife's Cartoon Ads Are The Latest In Nostalgia Marketing"], Hartford Courant, February 7, 2012
The company has sponsored a car in the Indianapolis 500 and the rest of the Indy Racing League schedule.{{cite news|url=http://www.racingwest.com/news/articles/2367-coast-soap-to-sponsor-dreyer-reinbold-racing.html?printp=1|title=Coast Soap to sponsor Dreyer & Reinbold racing in Indy Racing|date=May 24, 2001|work=RacingWest|accessdate=16 August 2013|archive-date=23 December 2014|archive-url=https://web.archive.org/web/20141223020315/http://www.racingwest.com/news/articles/2367-coast-soap-to-sponsor-dreyer-reinbold-racing.html?printp=1|url-status=dead}}
References
External links
- {{Official website|http://www.coastsoap.com/|Coast Soap official website}}
{{Henkel}}