PZ Cussons is supporting its new Imperial Leather brand extension, Bathtime, with an ad campaign created by BDH/TBWA featuring women dreaming in the bath.
The ad comes into this week's Adwatch table at number 17 with a 40% recall.
The first ad shows a woman enjoying a luxuriant bubble bath. She dreams her toe is stuck in the tap and a crew of firemen come to her rescue - taking off their clothes before they can start.
In another ad the woman is listening to the radio in the bath and hears footballer Paolo Di Canio has been sent off. He enters the bathroom, stripping off to share her bath, but disappears as he starts taking off his underpants.
Both ads use the endline 'Where will your bathtime take you?'
The Bathtime range is aimed at women. Research showed they looked for pampering experiences in the bath so targeting women as 'treat' bathers was identified.
It is the first time Imperial Leather has launched a major product aimed at the bathing market. The range was on-shelf in September and uses new lather technologies. It consists of three products, Bubble Burst, Double Bubble and Bubble Melt. Imperial Leather has long been seen as a brand for men or household use and only had a 2% share of the bathing market despite being brand leader in personal washing.
Lorna Hawtin, planning director at BDH/TBWA says: "We were trying to ensure the brand has an engaging, slightly tongue-in-cheek tone of voice. We looked at who women like to fantasise about; it was firemen quickly followed by footballers."
Hawtin says a lot of women work at the agency and they wanted to avoid making the woman in the ad aspirational, but rather someone they would identify with.
BDH won the imperial leather account in 1999 and its first creative for the company was the Foamburst duck work in May 2000.
The £9m integrated campaign includes the TV work, which broke on November 10, poster and press ads across 16 leading women's titles. Digerati, the digital division of BDH, redesigned the Imperial Leather web site, releasethelather.co.uk, and Tequila Manchester has done the sampling and promotional activity.