Body mist brand Impulse has unveiled its first major ad campaign in more than 10 years.
Fronted by Manchester United and England midfielder Ella Toone, ‘Trust Your Impulse’ revives the Impulse butterfly – a brand asset from the 1990s and 2000s. It had been “brought vividly to life as a character to inject new distinctiveness and fluency into the brand’s storytelling”, Impulse said.
The push is designed to signal a full brand and product relaunch – which sees Toone featuring on a limited-edition range designed to connect with a new generation of consumers.
‘Trust Your Impulse’ blended “nostalgic brand love with bold, expressive modernity, reigniting emotional connection, while positioning Impulse as a symbol of confidence and self-expression for a new era”, said the Elida beauty brand.
It will run across TV, VoD and social throughout the summer. “Hero media moments” were planned around the UEFA Women’s Euros in July, to tap “the biggest cultural moment of the year and reach highly engaged Gen Z and millennial female audiences”.
Impulse marketing manager Adam Williams added: “This is a huge moment for Impulse as we relaunch with a powerful new positioning, distinctive brand assets, and a bold tone of voice.”
‘Trust Your Impulse’ was “truly culture-first, relevant, and unmissable. We’re so proud of this new era for Impulse.”
The drive was created in collaboration with full-service advertising agency Cream. Its director of creative, Mark Izatt, said: “Few brands get the chance to return to culture with the energy of Impulse. We’ve loved working on this campaign, bringing a classic brand icon back in a new way and connecting it with today’s audiences through distinctive storytelling.”
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