Minnetonka Inc.
SOFTSOAP®

A CULTURAL REFERENCE THAT SPAWNED A CATEGORY.
Fascinated by the liquid soaps routinely found in public places, the CEO of a small Minnesota soap and environmental fragrance company, Minnetonka, Inc. decided to offer a liquid soap product for the home in gift shop channel distribution. It was elegantly packaged in decorated ceramic dispensers and was called Crème Soap on Tap®. It was a big success.

Next, he wondered, why couldn't a similar product be developed for mass retail. The answer revolutionized the then moribund bar soap category.

Source/Inc. created the Softsoap brand name, and designed the primary package with a custom pump and injection-molded cap to eliminate the need for secondary carton, reasoning that in the soap aisle the new package and new brand communicated more immediately and persuasively just by seeing the bottle. At mass retail the brand was a sensation that spawned all kinds of imitators and established a niche category that it leads to this day.
(SOFTSOAP IS A REGISTERED TRADEMARK OF MINETONKA INC. CORPORATION)