We use cookies on our website to improve your browsing experience, improve performance and for analytical purposes. Find out more by reading our Cookie Policy. By using our website you consent to our use of cookies.
Seafish Industry Authority: Accentuate the positive
Seafish Industry Authority: Accentuate the positive
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.