Tango team takes slice of 15m Impulse budget

Elida Fabergé has split its advertising budget for the body spray Impulse, opting for the creative team behind the Tango commercials, Trev and Al, for a new campaign.

Elida Fabergé has split its advertising budget for the body spray Impulse, opting for the creative team behind the Tango commercials, Trev and Al, for a new campaign.

The Unilever subsidiary last November decided to review its 15m international account, currently held by Ammirati Puris Lintas (MW November 17).

Lintas is currently up against Ogilvy & Mather for the account, in what was originally a five-way pitch.

Last November, Elida Fabergé approached production company Jane Fuller Associates and the creative shop of Trevor Robinson and Alan Young, known as Trev and Al, to do a one-off campaign.

However, Robinson has been in charge of the assignment since Young left in December to return to Howell Henry Chaldecott Lury as a copywriter.

Neither Elida Fabergé nor Jane Fuller Associates would comment on the new campaign, which is significantly different from the usual Impulse advertising and is taking, according to observers, an unconventional, slightly risky approach.

Robinson and Young were originally approached for off beat work in the same vein as their work for Tango, and their other work for BHS, Ronseal and Golden Wonder Pots.

It is understood that Elida Fabergé took the account to the Advertising Agency Review last year in the belief that Lintas did not understand the “emotional triggers” of women.

Lintas, meanwhile, is reported to be working on a cinema advertising campaign.

The Impulse range was cut two years ago from 73 fragrances to just nine. The company wants to move away from the image of being a first fragrance for teenage girls, and appeal more to “active young women”.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here