Ending a 20-year absence from multi-market activity, the soap brand is introducing a new twist on luxury across Asia-Pacific, then globally. “Consumer insights have told us that, because of our fast-paced lifestyles, luxury is no longer defined in materialistic terms,” said Cussons regional marketing director Jose Antonio Prats. “Luxury now means spending time with family, friends and having time for oneself.”
A TVC by McCann Jakarta will spearhead the campaign, supported by brand activation work. In the ad, a bar of Imperial Leather soap is passed between people of different ages and races to give the brand universal appeal. This marks a departure from the global Imperial Leather advertising of the 1980s, when the brand was positioned as a premium luxury item.
The Thai launch saw showers set up in the street so consumers could try the product. The campaign will roll out in 16 countries worldwide. “The campaign was so well received that the ideas were developed into the global push for the brand,” explained McCann Indonesia senior technical advisor Jan Gerits.
McCann Jakarta won the PZ Cussons business in 2006.
