Imperial Leather Foamburst body wash campaign targets urban women
Imperial Leather has re-launched a new campaign for its Foamburst body wash range in an effort to boost its appeal to young, urban women.
Parent firm PZ Cussons is financing a multi-channel campaign incorporating mobile messaging and infused paper door drop activity in support of recently redesigned packaging.
This work is geared toward maximising the products appeal to 18-35 year old women in the ABC demographic and has been created in partnership with marketing agency Blue Chip.
Blue Chip account director Rachel McHale explained: “We are proud that our first Foamburst campaign is one that will turn the brand’s advertising and awareness into activated, motivated shoppers. The brand is now totally rejuvenated, with new packaging and new fragrances, and our campaign will stimulate trial by creating awareness and interest through the door drop, and then reminding consumers when they are out on the high street.”