NEWS: GGT picks women’s titles for launch of new men’s toiletries

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.

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

Solutions.



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.’