Cussons unveils two-in-one bubble bath

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.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

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

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest 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 will be 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.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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