Imperial Leather - Imperial Leather sponsorship wins the 2002 Commonwealth Games

Lorna Hawtin

This is the story of soap brand Imperial Leather's sponsorship of the 2002 Commonwealth Games in Mancehster.
Agency: BDH\TBWAAuthor: Lorna Hawtin

Imperial Leather Sponsorship wins the 2002 Commonwealth Games

INTRODUCTION

In the Summer of 2002, Manchester hosted the Commonwealth Games and PZ Cussons' Imperial Leather was one of the major corporate sponsors.

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 true to its own unique perspective rather than to corporate sponsorship norms and through ruthless integration, it was able to dominate and put its own stamp on the Games – achieving all its objectives;

  • The new brand...

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