In the original spot, created by BDH\TBWA, a woman lying in a bath slips into a dream, imagining that a team of firemen turn up to rescue her after she traps her toe in the tap. Her rescuers then insist on stripping off their clothes before they help her.
In the new ad, the woman is shown preparing for a bath with Double Bubble, before she slips into her dream.
There is a new 10-second execution along with the original 30-second spot, as well as a new press campaign. It was written and art directed by Matt Crosby, Richard Sorenson, Danny Brooke Taylor and Gary Hulme, and produced through 2AM Films. Media is through Mediaedge:cia Manchester.
Tequila\Manchester is backing the advertising with a sampling and promotional campaign, including a nationwide door-drop and demonstrations in major supermarkets.
Dominic Box, marketing director of PZ Cussons UK, said: "The Bathtime range has had a good year performing in line with our expectations. We've chosen to focus on Double Bubble because it is epitomises a range that offers innovative products designed to provide a slightly surprising bathtime experience. We recognise that this is a highly competitive market and we've found our place in it by constant innovation."
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