Henkel launches challenger to Fairy

Henkel, the German detergent and personal care company, is launching a household-cleaning product in the UK next month. The product, understood to be a washing-up liquid, is expected to attack Procter & Gamble’s (P&G) Fairy and Lever Fabergé’s Persil washing-up liquid ranges head on.

The premium-priced product, which will be unveiled on October 4, will be launched with a &£6m advertising spend.

Abbott Mead Vickers.BBDO and BMP DDB are on the final shortlist to create the advertising for the washing-up liquid. AMV is tipped to pick up the account.

Last year, Henkel appointed BBDO Dusseldorf to its Persil account across Europe, excluding the UK – where Unilever owns the brand. Persil is Henkel’s flagship detergent brand in Germany. It owns the brand in Eastern Europe as well. Unilever, which also has a detergent by the same name in the UK, owns Sunil detergent brand in the German markets.

This year, Henkel tested its Pril washing-up liquid brand in the market. But the company is not expected to launch Pril and is instead considering a new name for the UK launch.

Other Henkel household products in the UK include Svit, a home-dry cleaning kit and Bref, a toilet cleaner in foam and tablet formats.

Henkel has a UK subsidiary called Schwarzkopf & Henkel – a haircare company, which includes Country Colours and Supersoft brands.

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