PZ Cussons is launching a multichannel campaign for its re-launched Imperial Leather Foamburst body wash range. The campaign will incorporate mobile messaging and door drop activity targeted to stimulate trial among young, urban women.

The autumn 2013 re-launch saw the brand redesigned and re-packaged, reflecting a premium, luxury positioning devised to appeal to 18-35 year old women in the ABC demographic groups. The theme carries through into both elements of the trial-driving activity, which has been created by Cussons’ marketing and activations agency, Blue Chip.

The campaign starts next week with a door drop to 500,000 homes in London, Birmingham and Manchester. Blue Chip is using drivetime and ProVision to get close to retailers, and CACI’s Acorn (A Classification of Residential Neighbourhoods) profiling tools to identify women who use body wash and who have a particular interest in health and beauty.

The door drop collateral is varnished in tiny microcapsules of Foamburst’s ‘Bewitching Blackberry and Wild Fig’ fragrance to give prospects the chance to experience the aroma. Calls to action include a web-based promotion offering the chance to win a luxury break, and a ‘money-off-next-purchase’ coupon, designed to drive footfall into nearby stockists.

The mobile messaging campaign is geared towards high street stores, including Boots and Superdrug. It’s a geo-fenced campaign that will send store-specific messages to consumers within a five-mile radius of known stockists.

Push notifications will highlight live, store-specific price offers as well as rich content by way of a link to a mobile-optimsed brand microsite. The Geo-Fence technology will target consumers at weekends and at specific hours on weekdays such as morning and evening commuting times. The mobile activity will run for a month.

“We are proud that our first Foamburst campaign is one that will turn the brand’s advertising and awareness into activated, motivated shoppers,” said
Blue Chip account director, Rachel McHale. “The brand is now totally rejuvenated, with new packaging and new fragrances, and our campaign will stimulate trial by creating awareness and interest through the door drop, and then reminding consumers when they are out on the high street.”