Persil: For whatever life throws

This case study describes how Unilever promoted its Persil (UK) and Skip (France) laundry detergent brands through a successful TV campaign, increasing sales of both.

Persil: For whatever life throws

Campaign details

Client: Unilever Brand: PersilAgency: Lowe & Partners, Lowe Open, DLKW LoweCategory: FMCG Country: United Kingdom

Persil (in the UK, Skip in France) is Unilever's global laundry detergent brand.

Big brands still dominate the category in the UK, but bargain-hunting consumers are far from loyal. Shoppers make full use of special offers and money-off vouchers and will switch between brands based on who has the best promotions. The purchase frequency has dropped as larger pack sizes gain favour. The laundry category is over-represented in e-commerce...

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