Persil

Strategy | Print | Activations | Branding

Persil is a brand of laundry detergent made by Henkel; but which is now also licensed for manufacture, distribution, and marketing in several countries by Unilever. Henkel and Unilever both manufacture their own formulations. Introduced in 1907, Persil is notable because it was the first commercially available “self-activated” laundry detergent.

The Challenge

Create a Launch & Marketing Strategy for Persil’s new variant Persil Lavender Fresh

The Big Idea

  • BE LAVENDER FRESH

Rationale

People aspire to be someone or something more. We would like to tap this quest of elevation by calling out everyone that they can Be Lavender Fresh. We will also call out people who appreciate fragrances especially Lavender Lovers to claim the brand as their own. We want them to feel proud, stand and be counted as Lavender Fresh. Their clothes are not just clean, they are also Lavender Fresh.

Execution

Experiential Touch Points

Mall Activation:

  • Product Knowledge
  • Product Demo
  • Offers / Lucky Dip

In-store Activation

  • Maximum Visibility (Branding)
  • Product Demo

Our Persil Girls were able to engage shoppers with live demos, raffles and fun games. Participants got a chance to win lavender Fresh merchandise.

The Outcome

  • 100,000’s shoppers engaged
  • 12 Nakumatt Outlets branded countrywide
  • 7 Chandarana Outlets Branded Countrywide
  • Thousands of packets sold