Elida FabergÃ© 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 FabergÃ© 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 FabergÃ© 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 FabergÃ© 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”.