Unilever unveils £8m marketing plan for Persil relaunch

Unilever is launching an £8m integrated marketing campaign to promote the relaunch of its Persil brand, which will include new packaging, a new logo and an accompanying television advertising campaign.

The company is reformulating its full Persil range, and says it will be “tougher on dirt than ever” by using the latest technology to enhance its cleaning capabilities.

Kelly-Anne Scorah, Persil brand manager at Unilever UK, says: “Persil has been one of the UK’s most trusted brands for over a century and the new improved formulation means there is no need to use pre-treaters, so we are keeping to our “Tough on Dirt” promise. The relaunch is set to heighten consumer awareness, particularly among our target audience of mums with kids aged 0 – 12, and drive sales in the category.”

In addition to the product enhancement, Persil will also run a 2 for 1 on pack promotion, and has partnered with the Merlin Group to offer buy one ticket and get one free entry into their attractions, including Alton Towers and Legoland Windsor.

Unilever says the promotion “is likely to drive more shopper demand as they can enjoy a fun family day out, as well as a guaranteed brilliant clean.”

Print and outdoor advertising, along with sampling and PR, will also support the relaunch.

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