Lever Fabergé has given its Impulse toiletries a packaging facelift and is backing the brand to the tune of £4m.
Rolling out now, the new look features a butterfly icon, an angled logo and quirky captions and runs across the full range. It is also renaming the ‘bodyspray’ product as ‘bodyfragrance’
Nicola Pearson, brand activation manager, said that some consumers did not buy into the category because they were confused about the sprays’ role. “Bodyfragrance is a much clearer explanation,” she added.
Cinema commercials that feature the slogan ‘Love every bit’ will kick off the support programme in mid-June.
Radio, press and poster ads will follow, as well as instore activity and sampling.