Unilever is planning to extend its Persil Aloe Vera range into the liquid detergent sector, in an effort to further tap into the market for “natural” products.
Persil Aloe Vera is already available as a powder, and the liquid is expected to receive multi-million pound advertising support. The Aloe Vera powder detergent was launched last year, with a &£6.68m advertising blitz through J Walter Thompson (MW March 28, 2002).
The aloe vera liquid variant is expected to be launched in May. According to an insider, television and press ads for the launch will use the strapline: “Softness for Mother Nature.”
The current TV ads show a drop of Persil Aloe Vera falling to the ground, and sprouting into a large aloe vera plant, as a variety of lush green plant life also sprouts up.
As the plant continues to grow, its stalks bloom into underpants, dresses and shirts. From behind the plants, naked creatures emerge, before the ad ends with the strapline: “New Persil Aloe Vera. A drop of nature. A wash with kindness.”
Oxfordshire Trading Standards recently complained to the Advertising Standards Authority about Persil Aloe Vera press ads, saying that the ad was misleading. The complaint was not upheld (MW last week).