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TBWA and Imperial Leather get into a lather |
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Friday, 05 September 2008 |
TBWA\Manchester has unveiled what it describes as a groundbreaking campaign for Imperial Leather’s Skinbliss.
Rather than the usual shots of a person in a shower getting excited about how clean they are, they’ve employed a top fashion photographer to underline the new soap’s innovative features.
"[It] uses patented Moisture Lock technology and over 50% moisturising ingredients to gently replenish the natural oils in your skin leaving it soft, smooth and moisturised," explained Bruce Furlonger, marketing manager at PZ Cussons.  Imperial's new clothes
Matthew Shave is the photographer behind the photos and he’s better known for snapping Jimmy Choo shoes and Estee Lauder. The tagline Skin is In is being used to underline the fashion element.
Robert Harwood-Matthews, CEO at TBWA\Manchester said: "Within a hugely competitive market, the creative had to be stunningly different, slightly daring and go against existing communication conventions to show how unique Skinbliss is.
"Collaborating with a fashion photographer to produce the campaign ensured it would give Imperial Leather an exclusive look and enable it to appeal to a new audience." The campaign gets launched at the end of September on outdoor media, it will appear in October editions of the glossies. Something to add? Then leave a comment below or email us now.
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