Subject Index
 

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster. Integration was a foundation of the communications strategy, with a low-weight national TV ...

Lorna Hawtin describes Imperial Leather’s award-winning sponsorship programme of the 2002 Commonwealth Games in Manchester, UK.

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious. By being tr ...

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel. Target younger consumers with more emotional slant (feelgood-lathe ...