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 and cK be. Three new scents based on current favourite ingredient, vanilla. 02, a 'citrus floral' wearing lime-green, had come from nowhere to be the best-selling Impulse variant (nearly one in four cans purchased). Of the top ten bodysprays bought in the UK, nine were Impulse.