Advertising
In 1942 due to World War II all soaps were rationed in Britain. Imperial Leather soap was therefore marketed as being the best choice because it lasted longer than other soaps. The following is an Extract from a World War II advertisement:
- "Imperial Leather Toilet Soap is one of the few luxuries still available to the discriminating. Supplies are obviously limited, but if only because Imperial Leather lasts longer and increases the purchasing power of your coupons, you should buy it wherever and whenever you can."
In the late 1940s to late 1950s Cussons embarked upon a prolific printed advert campaign with a new theme for the advertising of Imperial Leather released frequently. They have become collectable as vintage adverts. Below is a table of some of the advertising themes:
| Date | Advertising Theme | Artist |
|---|---|---|
| 1948 | Orchids | Cedric Chater |
| 1950 | Tropical Fish | Cedric Chater |
| 1951 | Butterflies | Cedric Chater |
| 1952 | Treasure Exquisite | |
| 1953 | Miniature Gardens | Cedric Chater |
| 1954 | Ladies Fans | J. Duvelleroy |
| 1955 | Exotic Beauty (Cactuses) | Norman Weaver |
| 1956 | A Garden of Birds | Charles Tunnicliffe |
| 1957 | Roses | Cedric Chater |
| 1958 | Zodiac and Birthstones |
Television has been an important part of Imperial Leather advertising for decades. Imperial Leather adverts have previously featured Julie Walters and Paul Merton. Recent Imperial Leather adverts include the rose tattoo (1999), the firemen fantasy (2002), the dancing duck (2002) and the secret shower advert (2005).
In 2001 Imperial Leather was relaunched under the 'release the lather' slogan. An Imperial Leather yellow duck beanie was produced as part of the promotion.
Read more about this topic: Imperial Leather
Famous quotes containing the word advertising:
“The susceptibility of the average modern to pictorial suggestion enables advertising to exploit his lessened power of judgment.”
—Johan Huizinga (1872–1945)
“The same people who tell us that smoking doesn’t cause cancer are now telling us that advertising cigarettes doesn’t cause smoking.”
—Ellen Goodman (b. 1941)
“Remove advertising, disable a person or firm from preconising [proclaiming] its wares and their merits, and the whole of society and of the economy is transformed. The enemies of advertising are the enemies of freedom.”
—J. Enoch Powell (b. 1912)