EMAP Advertising has teamed up with Unilever in a &£500,000 deal to promote Impulse’s newly rebranded deodorants and sprays.
The campaign, which breaks at the end of this month, will run across magazine, television, radio and online platforms. It will also be supported by advertorials and promotions on the radio. The deal was brokered by Initiative Media.
The campaign will run in Heat, New Woman and More magazines, and their websites, as well as Kiss radio, on television, online and on Big City Radio network.
The initiative is intended to make the Impulse body fragrances, anti-perspirants and roll-ons appeal to a wider market than before.
The Impulse brand is being relaunched with new packaging and its new slogan of “Love Every Bit” will feature heavily in the EMAP promotion.
The cross-media campaign will be followed by an academy event in August, to which tickets will be offered as prizes.
Celebrity experts, called “Impulse angels”, will offer advice to attendees and the event will also feature a live performance by Jamelia.
Winners will be offered the opportunity to interview Jamelia and have their interviews featured in Heat or More as advertorials.
Last month, Unilever signed a deal to promote a clutch of its youth-orientated brands on EMAP’s music station The Hits for a reported &£600,000.