Persil is pushing growth in the laundry market next year with a combined gel and tablet format, in an attempt to stop the decline in the washing tablet market.
In the company’s biggest innovation since the launch of Persil tablets in 1998,
Persil will launch Gel Tablets in February.
The tablets use a patented gel layer, which Persil claims provide a cleaner fragrance than standard products, which sits on a cake of biological powder that incorporates stain removers (rsp: £5.51 for 40 wash, £2.58 for 18 wash and £1.93 for 12 wash).
Persil hopes the new entrant will help reverse a decline in value in the main wash category, driven by heavy promotion on tablets and powders across the multiples. Persil Tablets fell 18.9% in value last year (ACNielsen, 52 w/e October 1, 2005) with Surf, Daz and Ariel tablets also all experiencing declining sales for the same period.
“Persil Gel Tablets have separate components for a better clean and an increased cost per wash,” said Zoe Hayward, Persil Brand executive at Unilever UK Health and Personal Care. “Main wash is in decline as everyone is promoting heavily and this product will add value back.”
The launch is being backed by a £6.5m marketing spend, including TV and cinema ads, outdoor PR and sampling, and is part of extensive innovation and marketing for Persil in the run-up to its centenary year in 2009. TV ads continuing the ‘dirt is good’ theme break in February and will run for three months.
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Stefan Chomka
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