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Persil
Small & Mighty

BRAND

Persil

MARKET

London

CHALLENGE

Launch the new Persil Small & Mighty product to indifferent autopilot shoppers. We had to interrupt everyday shopping behaviours to get Small & Mighty noticed by mums by breaking through their cynicism and delivering the product news in a believable and emotional way.

INSIGHT

Shoppers don’t really care about what is inside the bottle. They look for tangible signs of value and innovation. They believe what they can see with their own eyes.

STRATEGIC ACTIVATION

Our idea was to hero the Small & Mighty dosing ball as a beacon of new. We renamed it the Stain Eraser Ball. We built a 3 step “Pop, Pour, Rub” process and created a simple online film to tell the story.

We pro-actively commissioned product reviews with real mums by sending out Stain Challenge Packs. The 2,600 text and video reviews we received were distributed across e-commerce, social media, Persil’s website and also featured in stores.

BUSINESS EFFECT

  • Reviews reached 1 million mums
  • Website visits tripled
  • E-commerce launch branded best-in-class and set the blueprint for Unilever launches
  • Sales increased 9% in UK and 6% in France
  • Persil’s value share leapt 130bps, triumphantly returning as the UK’s number one liquid.

AWARDS

  • Silver Euro Effie 2014
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