PZ Cussons is to overhaul the Original Source range of toiletries for the first time since it launched in 1995, and back the relaunch with its largest advertising spend to date.
Cussons, which acquired Original Source in 2002, will revamp the brand’s distinctive packaging with new colours, font and different bottle types, including a “top-down” version for its conditioners and shower gels, a design similar to that used recently by Heinz Tomato Ketchup. Sources say the bottles will also be given a “rougher, more tactile” feel. The brand’s existing haircare variants will also be scrapped and replaced with a range of shampoos and conditioners designed for different hair types. The four new variants will be mint and tea tree for daily use, almond and coconut for “deep moisturising”, tangerine and bergamot for hair “body boosting” and rose and aloe for “smooth control”. One source says the new packaging is to give the brand a “more modern and fresh” look.
The revamped range will launch in March next year and will be supported by the largest advertising spend since the brand was acquired by Cussons. BDH/TBWA handles the account, while media buying is through Mediaedge:CIA Manchester.
Cussons has recently focused on key brands, such as Imperial Leather, which was extended with shower gels for men, and the Bubble Spa bath-soak products (MW July 22).