Feisty Imperial Leather Campaign Tells You to 'Overindulge Yourself'

Imperial Leather, the new scent seekers since the 1700s, today launches its new creative platform 'Overindulge Yourself' by Fold7, to coincide with its newly formulated and packaged range hitting shops. The creative company was appointed by Imperial Leather’s parent PZ Cussons UK in 2021 to lead advertising and social across the key brands within their portfolio. This followed the group’s commitment to regain market share, backed with significant marketing investment. 

Consisting of a 30-second TVC and social / digital films, as well as experiential activations, this is the brand’s first above the line campaign in seven years. 'Overindulge Yourself' is grounded in the strategic idea that Imperial Leather creates luxurious, indulgent products at a price that means everybody can use them every day. The TVC imagines how access to such levels of indulgence and luxury could go to the head of an everyday mum. 

The spot opens on Mum stepping out of her car. As the sassy track “Born for the Hustle” by Anything But kicks in, she channels her inner diva and struts down the driveway, throwing her glasses into the hedge and the car keys at her son’s bemused friend loitering outside. Walking in, she chucks her coat over her son; twirls into the living room past her piano playing daughter, scattering sheets of music in her wake. Her husband is the next casualty, as she snipes his freshly poured beer from his hand. Our heroine then glides down the hallway as spotlights flash on. A reprise shows us reality from the daughter’s point of view: Mum shuffling past with her beer. She flings open the bathroom doors and spins into a bathrobe which she drops as she steps towards a bath piled high with luxurious lather. Hand wash, body wash, bath soak and Foamburst rise out of the foam: “with new luxury lather”. Relaxing in the bath, she clicks her fingers and candles surround her. The end titles “overindulge yourself” appear with the Imperial Leather logo. She waves us away and the doors slam in our faces.

Megan Harrison, UK marketing director of PZ Cussons, commented: “Imperial Leather has been giving consumers everyday luxury for decades. And at a time when consumers need some affordable joy more than ever, our Overindulge Yourself campaign is there for them, along with our tongue-in-cheek humour”.

Dave Billing, executive creative director at Fold7, said: “Imperial Leather is such an iconic brand, with a rich advertising history whose highlights include Julie Walters with an army of butlers and a family bathing on a Concorde. As a brand it has always had fun with the idea of luxury and status. So, our challenge was how to make that relevant to today’s culture. A dash of music promo vibes, a splash of Selling Sunset attitude and the spirit of Anna Wintour turns a mum’s Tuesday night homecoming into an entrance worthy of Beyoncé.”

Wavemaker leads the media, which includes a TV run from 5th October - 25th October (ITV, C4, Sky Media, ITV Digital and C4 Digital), while VOD will run in stages from the TV launch date up until 20th November (Finecast, All4 - Comedy Genre and ITV Hub - Programme Select).

A digital plan that includes META, MailOnline and GumGum will distribute three 10 - 15 second TVCs, as well as statics.