Imperial Leather has launched a campaign featuring the "Foamburst Genies" to promote its Foamburst shower brand. The activity, created by TBWA\Manchester and directed by James Pilkington, will run across press, outdoor, digital outdoor, online, social media and DM channels. It features seven genies, whose personalities reflect the variants of the PZ Cussons product. The work is designed "to highlight the magic of the product’s unique gel to rich creamy lather format". It also includes a competition where people can choose a genie to win prizes.