Impulse has unveiled its first major advertising campaign in more than 10 years, marking a bold relaunch of both the brand and its products under the new positioning: “Trust Your Impulse.”

The campaign was created in partnership with creative agency Cream and production company Untold Fable.

Led by Lioness star Ella Toone, the campaign reintroduces the iconic Impulse butterfly from the ’90s and ’00s- now brought to life as a character to refresh the brand’s identity. Toone also features in a limited-edition product range aimed at connecting with younger consumers.

Running across TV, VOD, and social channels this summer, the AV-led campaign will include major media moments around the UEFA Women’s EUROs, targeting Gen Z and millennial women.

Adam Williams, brand marketing manager at Impulse UK, said: “This is a huge moment for Impulse as we relaunch with a powerful new positioning, distinctive brand assets, and a bold tone of voice. Partnering with Cream has allowed us to build something truly culture-first, relevant, and unmissable. We’re so proud of this new era for Impulse.”

Mark Izatt, director of creative at Cream, added: “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. We can’t wait to see the butterfly fly.”