Persil has ramped up its portfolio of liquid laundry capsules by giving them an extra chamber and adding two high-performance variants.
The Unilever brand has upgraded its capsules from three chambers to four across its Bio and Non-Bio ranges. “Featuring Nano-Power and Nano-Sense technologies, the redesigned capsules look to encourage shopper trade-up into premium products and drive growth in the laundry category,” said Persil.
The revamp was “designed to tackle tough, dried-in stains, delivering an increase in the level of cleaning actives per drop compared to the previous formula”, the brand added. The new formulation was 10 years in the making, “to respond to ongoing shopper demand for improved wash results, particularly on tougher stains”.
The fast-dissolving capsules now featured “a fragrance system with both an instant burst of scent and long-lasting freshness to deliver outstanding fragrance at every stage of the wash”.
In addition, Persil has unveiled Ultimate Ultra Stain Removal Non-Bio and Ultimate Ultra Stain Removal Bio capsules (rsps: £8.50/31 & £11/44). They would “meet the needs of shoppers looking for effective, high-performance laundry solutions”, the brand claimed. Research indicated the launch could deliver a 7% uplift in laundry capsules’ value, “driven primarily by increased consideration and trade-up into premium capsule technology”.
The revamp reflected “a significant step forward in our capsule technology”, said Guille Vosen, UK&I home care marketing lead at Unilever. “With 60% of shoppers saying stain removal is their key pain point with current laundry offerings, by improving Persil’s performance on tough, dried-in stains, we are delivering outstanding stain removal performance.
“Beyond the incredible cleaning power, we understand that scent and visual appeal are vital to the overall laundry experience,” Vosen added. “We have carefully designed each chamber of the new capsule to ensure improved fragrance and elevate every wash, providing a premium sensory experience.”
The launch will be backed by a £9.5m investment, a full ATL campaign running from May to November across TV, cinema, OOH and digital.
As a further part of its innovation push, Persil has expanded its Wonder Wash liquid detergent range for short cycles with Max Active Clean (rsp: £7.50/31), promising “exceptional cleaning power with four different stain removal action, even in a 15-minute cycle”.
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