P5ersil targets anoraks with on-pack CDs

Lever Brothers is making a bizarre 3m leap into the technological age by developing and promoting a pan-European Website and CD-Rom for its top washing detergent brand, Persil.

The company says the CD-Rom will be given away on a freefone number and could appear on packs. It includes a children’s game and “a history of washing presented in an entertaining and informative way”.

The site will be available in 14 countries, in 11 languages. The Website goes live this week and includes information on fashion, clothes care, a games section, and an e-mail facility.

IBM took six months to design the site, understood to have cost 1m to develop. Lever Brothers will spend another 2m on promoting the project across Europe.

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