An £800,000 spend will kick off in May to drive trial and increase penetration of the Persil range. This will include new fragrance names and new labels designed to communicate the cleaning power of Persil, as well as ramp up on-shelf presence.
Persil brand manager, Judith Bruins, said that the new baking soda variant aims to capitalise on growing consumer interest in “natural/traditional cleaning solutions”.
Persil Baking Soda joins the newly named fragrances, Citrus Burst, Lemon Zest and the existing fragrance Aloe Fresh. All have an rsp of 89p for 500ml.