BDH/TBWA has created a series of shower foam fight scenes for a £2m outdoor advertising campaign to promote PZ Cussons’ Imperial Leather Foamburst Shower Gel. Using the strapline ‘Release the Lather’, the 48-sheet posters will appear across the UK and aim to capture the spirit of what Cussons says is one of the most fun shower products on the market. The campaign will target women, seen by Cussons as most likely to buy and enjoy the product. The campaign will also include the distribution of 500,000 samples in London, Bristol, Manchester, Edinburgh and Ibiza by staff dressed in ‘lather’ costumes. PR will include radio promotions on Key 103, GWR Bristol and Forth FM. Media planning and buying is handled by Mediaedge:CIA Manchester.