Cussons is pumping £9m into overhauling and updating its Imperial Leather brand. The new marketing strategy for the brand will focus on the theme "feel good lather". Sales director Neill Craigie said: "Imperial Leather is already famous for its rich creamy lather, whatever the product format, and the relaunch will position Imperial Leather's lather as the best." The packaging is being revamped with a redesign of the red logo sitting in a bed of lather which will be consistent across the whole Imperial Leather portfolio ­ which includes Aqua Source, Foamburst, cream bath, shower gel and handwash as well as the bar soap. A £7m advertising campaign encompasses two bursts of TV ads from February to April and in June and July next year as well as outdoor and press ads next spring and summer. A further £2m wil go on the launch of web site www.releasethelather.com, reader offers, press and radio competitions, consumer shows and sampling activity. The new design will appear in store from next month, with PoS material available from February 2001. Craigie said: "Changing the logo will help us modernise our brand to position Imperial Leather as synonymous with lather. "Imperial Leather is a well established brand that carries strong consumer loyalty, but it is imperative we keep it revitalised and relevant to today's lifestyles to allow us to continue to drive growth and attract new users." {{P&P }}