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Overindulge Yourself

New Imperial Leather Campaign

Fold7 creates first TV advertising campaign in seven years for iconic household brand Imperial Leather

Appointed by Imperial Leather’s parent PZ Cussons UK in 2021 to lead advertising and social across the key brands within their portfolio, Fold7 have led the creative for the brand’s first TV ad in seven years. “Overindulge Yourself” consists of a 30” TVC as well as META social films and animations, and display across Mail Online and Gum Gum.

The new campaign 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.

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”.