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].