Agency: BDH/TBWA | Authors: 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 two main factors at large:
- The brand was almost wholly represented in people's minds by its original angular bar soap. This bar, though almost iconic, was becoming outmoded ...