ZEAL has been working closely with Imperial Leather and super cool accessories brand, Skinnydip, to launch limited-edition Foamburst packs into the UK market.
The collaboration has given Imperial Leather’s much loved Foamburst range a makeover just in time for summer with three packs designed exclusively by Skinnydip; ‘Making Waves’, ‘Have a Blast’ and ‘You Da’ Bomb’. Same great fragrances, BOLD new looks!
To introduce the limited-edition packs, Skinnydip held a seriously cool launch party in London. Hundreds of celebs and bloggers had the chance to try the newly made over products and share pics, using our hashtag #SeriousFoamo, on social media.
Through stars from Made in Chelsea & Love Island, Imperial Leather’s Skinnydip packs were seen by millions of people on social media and generated thousands of interactions and mentions, plus some awesome visual content.
ZEAL developed an overarching look and feel for the exclusive collaboration and have created in store POS, online content and videos for social media with even more shopper media to come during the summer months.
Caroline Perch, Senior Account Manager at ZEAL, is excited to see the packs hit stores:
“Foamburst have established a loyal fan base over the years, thanks to their much-loved fragrances and unique gel to foam technology. The challenge from Imperial Leather to ZEAL was to bring a new generation to the brand. So we went on the hunt for the perfect partner to introduce a new, younger audience to the brand – Skinny dip were the perfect fit.
The ZEAL team then developed an over-arching campaign look and feel to ensure standout and differentiation across all media touchpoints and rolled the fresh new look across in-store media for Superdrug, including point of sale and Superdrug’s DARE Magazine. In addition to in-store marketing materials we know 69% of a millennial audience asked, said that branded video / photo content was most memorable when asked to recall the type of promotional content stood out in their minds.
We created a host of online content including a teaser video to get consumers excited for the launch and announce the partnership, and then a second video telling the brand partnership story – ensuring stunning product shots were the focus and therefore front of mind!
Packs are already flying off shelves and are loved by celebrities such as Louise from MIC, Winner of ‘I’m a Celeb’, Toff and Love Islands Montana Manning! We’ve loved being a part of this perfect partnering and are so excited for what’s to come!”
To get your limited-edition Imperial Leather packs, head to a Superdrug or Tesco now!