The radicalisation of Persil: How prisoners helped restore conviction in the brand

Will Allen-Mersh, Emma Batho, Ayesha Walawalkar

This case study shows how Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK.

Campaign details

Brand: PersilBrand Owner: UnileverLead Agency: MullenLowe LondonContributing Agency: RSACountry: United KingdomIndustries: Laundry productsMedia Channels: Cinema, Direct marketing, Events & experiential, Integrated, Mobile & apps, Online video, Outdoor, out-of-home, Print - general, Public relations, Social Media, Television, Video on demand, Websites & microsites

Executive Summary

When a once provocative idea starts to lack relevance, bold action is needed.

This is the story of how Persil, responding to the fundamental impact that technological and societal changes were having on childhood experience, repositioned dirt from good to critical....

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