Fragrance brand Impulse has relaunched Impulse Butterfly with a new campaign fronted by Lioness player Ella Tonne.
The campaign is the firm’s first in over ten years. It was crafted in collaboration with creative agency Cream and production company Untold Fable.
It marks a full brand and product relaunch under new positioning, Trust Your Impulse.
Adam Williams, brand Marketing Manager at Impulse UK, said: “This is a huge moment for Impulse as we relaunch with a powerful new positioning, distinctive brand assets, and a bold tone of voice. Partnering with Cream has allowed us to build something truly culture-first, relevant, and unmissable. We’re so proud of this new era for Impulse.”
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Impulse has also unveiled a limited-edition product line featuring Toone.
Aimed at reaching Gen Z and Millennial female viewers, it will run across TV, video-on-demand and social media channels. To support the campaign, the firm has planned a hero media moment centred around the UEFA Women’s Euros.
Media was handled by Zenith and butterfly animation and design was by Feral Child.
Mark Izatt, Director of Creative at Cream, said: “Few brands get the chance to return to culture with the energy of Impulse. We’ve loved working on this campaign, bringing a classic brand icon back in a new way, and connecting it with today’s audiences through distinctive storytelling. We can’t wait to see the butterfly fly.”
