Persil: How a dose of honesty put Persil back on top

Describes 1998 launch of Persil Tablets. In 1994, Persil was revitalised by launch of Persil Power, but it had to be withdrawn in 1995, with consequent damage to the brand.
Agency: J Walter ThompsonAuthors: Alison Turner

Persil: How a Dose of Honesty Put Persil Back on Top

INTRODUCTION

This case history has two central themes:

  1. 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.
  2. 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.

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