Agency: | Author: Jason Chebib |
Acting on Impulse - A Brand That Ditched Flowers, and Blossomed
1. CRISIS? WHAT CRISIS
In 1996, while we plotted the latest chapter in Impulse's history, the brand was coping. Coping with pressures that stemmed from being a seventies brand in a nineties world.
Impulse had already taken steps towards re-inventing itself. A successful change of clothes gone the shiny metallic can and dark colours, welcome fresh pastels and a modern matt exterior. A quantum leap in improving the fragrance new variants designed in the US by Anne Gottlieb, responsible for cK one...