The launch campaign for Lever Brothers’ Persil Tablets, by J Walter Thompson, breaks this week. Lever has spent seven years developing the tablet version of the laundry detergent, which it claims cuts waste by offering single doses. The company believes tablets could account for a quarter of the UK’s 900m laundry detergent market within two years. The ads feature people talking about their experiences of the product with a ‘down to earth, realistic approach’. There are two executions for the campaign, one for Persil Performance tablets, the other for Persil Original Non-Biological tablets.