Cussons Imperial Leather has turned to women’s magazines for the launch
of a range of men’s toiletries, with a campaign created by GGT and its
media arm, Media Solutions.
Imperial Leather Active Care for Men is hijacking two IPC titles,
Woman’s Own and Woman and Home, starting with teaser ads announcing
forthcoming spoof features on the topic of what goes on in men’s minds.
The main campaign consists of a series of five right-hand page ads. The
first ad asks: ‘What really goes on in a man’s mind?’ with subsequent
pages answering: ‘Men think about football 125 times a day’, ‘men think
about sex 206 times a day’, or ‘cars 87 times a day’. The last page
reads: ‘Men think about toiletries never.’
Robert Saville, the joint creative director of GGT, explained: ‘The two
important steps were to target women purchasers as opposed to men users
and to join women in the conspiracy that all men are helpless, with
which these magazines seem to be obsessed.’
The executions were written by Dave Bell and art directed by Dirk Bouw
at GGT. Media planning and buying were by Jason Scott at Media
The new Active Care range consists of six products, including an
aftershave, shaving gel, shaving foam, anti-perspirant, body spray and
shampoo and body wash, all formulated for sensitive skin.
Nance Quick, the marketing director of Imperial Leather, said: ‘This
advertising is unusual for the men’s toiletries category - the use of
colour press should further extend the strong impact of the latest
Imperial Leather TV campaign.’