Seafish Industry Authority: Accentuate the positive

Relaunch campaign for Imperial Leather soap based on recently-launched new variant Foamburst Gel. Target audience: younger consumers. Repositioning campaign focussed on the emotional (feel-good lather). Media: TV, posters, PR, internet, door-drop and sampling. A multi-media campaign. Evaluation: Dramatic sales increase. Door-drop achieved 4% redemption rate. In-store promotion led to a massive 339% uplift (23% in stores without promotion). Payback estimated at £7.3 million in first year.