Live Life on Impulse

Led an all agency team focused on delivering compelling retail promotions and audience engagement through an exciting music partnership.

Impulse wanted to strengthen its brand image and re-engage with an older audience showing lower usage patterns.


An activation was needed to help the older audience feel confident about ongoing product usages and drive behavioural change. We developed a new brand positioning, “Live Life on Impulse” and signed pop star Charli XCX to front the campaign.


The campaign was an immediate hit, Charli XCX embodies everything Impulse is looking for in its fans. The launch of the partnership delivered significant PR value for Impulse with 25 articles published across national media and the limited edition cans designed by Charli XCX exclusively sold by a selected retailer.