Persil

Campaign in 1998-1999 by J Walter Thompson for Persil Tablets, a new product launch in UK (Lever Bros.).
Agency: J Walter ThompsonAuthor: Alison Turner

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

INTRODUCTION

The laundry detergent category. The product area every planner aspires to work in and every consumer loves to hate. A category in which millions of pounds are spent each year on advertising, much of which is frequently criticised.

This is not to say that some of this advertising doesn't work. It does. But often, historically, effectiveness has been driven simply by weight of expenditure rather than quality of content. Consumers get the point, but don't much like the way...

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