Unilever is relaunching its Persil laundry brand and backing the move with a hefty £8m TV campaign.
The improved formulation rolls out this month across the range.
Along with a new logo and on-pack functional claims, Unilever has incorporated the "power of pre-treaters" into the products' formulas, meaning separate stain removal products for stubborn stains are not needed.
The £8m campaign includes television and press advertisements.
"The relaunch will heighten consumer awareness among our target audience of mums with kids, and drive category sales," said Kelly-Anne Scorah, brand manager.
Sales of laundry powder fell 5% to £298m last year while laundry gel rocketed 949% to £84.6m [Kantar].
The improved formulation rolls out this month across the range.
Along with a new logo and on-pack functional claims, Unilever has incorporated the "power of pre-treaters" into the products' formulas, meaning separate stain removal products for stubborn stains are not needed.
The £8m campaign includes television and press advertisements.
"The relaunch will heighten consumer awareness among our target audience of mums with kids, and drive category sales," said Kelly-Anne Scorah, brand manager.
Sales of laundry powder fell 5% to £298m last year while laundry gel rocketed 949% to £84.6m [Kantar].
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