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.
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
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As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.