Simon Mowbray
Persil is looking forward to a busy start of term with its third arts for schools campaign and a new TV sponsorship deal.
The Lever Fabergé brand is to sponsor the 17th series of ITV’s children’s show Art Attack when it returns to screens on Monday (September 6). As part of the deal, the brand will get broadcast credits, online sponsorship, as well as licensing and off-air marketing agreements.
The move comes as Persil’s on-pack Messterpieces campaign begins to give away free art equipment to schools through a £7.5m investment. Equipment for use at home is also featured in the promotion, including products from Berol.
The push will be given further momentum from an extensive advertising campaign across TV, posters, radio and press between now and December and the on-pack campaign will run into next year.
Joshua Dean, brand executive for Persil at Lever Fabergé, said: “We believe that getting dirty and dirty laundry is a natural and positive consequence of creativity, learning and experiencing life to the full.
“And a key area where this is relevant is art.”
He said the Art Attack sponsorship was a perfect fit with the brand’s on-pack arts offer, which has previously registered 27,000 schools.
He added: “Now we’ve made the scheme bigger, better and more relevant to children and their parents by extending the offer to a home redemption scheme.”