Rediscovering Imperial Leather

Campaign (2001-2) to reposition Imperial Leather soap in a full brand relaunch, based on recently-launched new variant Foamburst Gel.
Agency: BDH/TBWAAuthors: Tracey Hutner and Lorna Hawtin

Rediscovering Imperial Leather

Background

Imperial Leather (IL), a brand familiar to the majority of adults since childhood, was starting to lose some of its mainstream relevance by 1999.

There were...