Persil Misfits - 'Fade to Black'

'Misfits' was created by J Walter Thompson in 1996 to advertise Persil Colour. It subsequently won Silver at Cannes.
Agency:Author: Alison Turner

Persil misfits: Fade to black

What’s this all about?

Have you ever thought about why you buy the washing powder you do? Do you know the difference between standard and concentrated powders? Do you ever think about the relative merits of a powder detergent vs a liquid? Biological, non-biological and colour products? I didn’t before I started to work on detergents, so I’m pretty sure you don’t either.

It’s just not that interesting.

And that, very simply, is the problem we faced early in 1996, when Lever Brothers briefed JWT to ‘restimulate interest in the...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands