Imperial Leather - Imperial Leather sponsorship wins the 2002 Commonwealth Games

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.
Agency: BDH\TBWA and Mediaedge:cia Authors: Jacqui Wall and Lorna Hawtin

Imperial Leather

Imperial Leather sponsorship wins the 2002 Commonwealth Games

INTRODUCTION

In the Summer of 2002 Manchester hosted the Commonwealth Games and PZ Cussons' Imperial Leather...