IMPULSE BODY SPRAYS
As a brand in decline, Impulse needed to reconnect with its teen market.
No longer passive, these girls didn't sit back and wait for boys to make the move and the brands old positioning of "if a man suddenly gives you flowers... that's impulse" was tired and out of touch.
It was time for Impulse to get flirty. Get cheeky. Get impulsive.
Kicking off with "Photo Booth" the new Be Impulsive positioning saw a brand in decline turn things around to regain top spot and undergo massive growth to claim 81% of the entire body spray market. As a true partner in the brand's development we assisted in the development of a new annual range of limited edition releases resulting in brand growth of 30%.
This massive revamp of the brand saw the creative campaigns and product concepts exported to markets in Europe and South America, and saw several of the campaigns go on to be awarded the Unilever Australasian Award for Best Campaign and Most Effective Campaign.
As part of the Limited Edition range we introduced "Impulse minis" with TV, cinema and press elements that were shrunk down to 1/4 size of usual advertising.
An execution for Impulse Minis - shrunk down to 1/4 the size of every other ad in the magazines.
Is that an mini in your pocket or....