Beginning in November, the drive will begin with direct response TV ads, developed in conjunction with Tequila\Manchester sister agency BDH\TBWA, to launch the lead product Double Bubble.
The DRTV ads invite consumers to visit Imperial Leather's website or call a number for a free sample of the product.
The TV campaign will be backed by a sampling exercise that will see 1.5m trial-size products door-dropped nationwide.
In addition, 200,000 cans of Bubbleburst Scentsations will be distributed by hunky men to female commuters at 10 London Underground stations and throughout selected UK workplaces.
The last of the three products, Bubble Melts, will be distributed to female customers at hairdresser Toni & Guy over a three-month period.
Matt Bell, managing director of Tequila\Manchester, said: "Trialling products like this is the most effective way to introduce consumers to a new range and the length of the campaign will serve to reinforce the arrival of these products on to the market."
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