It's definitely a gimmicky line. I do have to say, i like their Original "Beer soap" . The scent is a Sandalwood, something something... Can't really describe it other than great, lol. I find it's a good one to mix in during the Autumn. Price-wise it's also a bit more expensive than Stirling (my "flagship" handsoap), and works ALMOST as well.
They definitely milk the marketing for these products. Haven't seen any fancy displays, but I just don't get out as much these days. Lol.
Also, I do like their Ice Cold AS Balm, but the scent (or any scent) isn't really for me. It works great, though... And the price is competitive, I think.