Cussons’ Imperial Leather brand is planning a shake-up of the bubble bath market, with the launch later this year of a two-in-one product called Double Bubble, supported by an estimated &£5m advertising and marketing campaign.
The product will be available in a curved see-through bottle, with two separate compartments – one with a creamy substance and the other with a fragranced liquid. When poured into a bath, the two substances combine to produce fragranced bubbles.
Industry experts say that the “innovative” launch will fuel sales of Imperial Leather and trigger further activity in the personal wash market. Double Bubble will be pitched against sector leader Sara Lee Household & Bodycare’s Radox.
An industry insider says: “The launch of Double Bubble will motivate others in the market to launch products as well. The product has the potential to stimulate massive consumer interest in the market.”
Double Bubble is expected to retail at &£2.99.
Cussons marketing and supply chain director Dominic Box says: “We are investing heavily in the Imperial Leather brand and are constantly innovating in the market.”
BDH TBWA handles the creative work for the Imperial Leather brand, while media is bought through Mediaedge:CIA Manchester.