Lever Fabergé is giving icon brand Persil a record £20m makeover this year. The cash will be spent on a new packaging design to make the brand stand out on shelf and a marketing campaign encompassing TV, radio and press ads, instore events and relationship marketing. The £6m TV ads hitting screens in April will be based on the tribulations mothers undergo to keep kids clean. The redesigned packs will arrive on supermarket shelves from mid-March featuring a new environmentally friendly pack and formulation. The lighter powder means fewer chemicals per wash. Persil brand manager Kate Broughton said: "This new contemporary look will provide Persil with the opportunity to focus on its excellent cleaning performance with a new enhanced cleaning formula offering unbeatable cleaning across "the wash". {{NEWS }}