Agency: J Walter Thompson | Authors: Alison Turner |
Persil: How a Dose of Honesty Put Persil Back on Top
INTRODUCTION
This case history has two central themes:
- How a genuine innovation in manufacturing helped create a breakthrough and drive growth in a mature market for the Persil brand, reestablishing it as No.1.
- How a radical shift in communication strategy created a new and more open dialogue with consumers to ensure high consumer trial and usage of the product itself.
The marketing success of...