Persil is pushing growth in the laundry market next year with a combined gel and tablet format, in an attempt to stop the decline in the washing tablet market.
In the company’s biggest innovation since the launch of Persil tablets in 1998,
Persil will launch Gel Tablets in February.
The tablets use a patented gel layer, which Persil claims provide a cleaner fragrance than standard products, which sits on a cake of biological powder that incorporates stain removers (rsp: £5.51 for 40 wash, £2.58 for 18 wash and £1.93 for 12 wash).
Persil hopes the new entrant will help reverse a decline in value in the main wash category, driven by heavy promotion on tablets and powders across the multiples. Persil Tablets fell 18.9% in value last year (ACNielsen, 52 w/e October 1, 2005) with Surf, Daz and Ariel tablets also all experiencing declining sales for the same period.
“Persil Gel Tablets have separate components for a better clean and an increased cost per wash,” said Zoe Hayward, Persil Brand executive at Unilever UK Health and Personal Care. “Main wash is in decline as everyone is promoting heavily and this product will add value back.”
The launch is being backed by a £6.5m marketing spend, including TV and cinema ads, outdoor PR and sampling, and is part of extensive innovation and marketing for Persil in the run-up to its centenary year in 2009. TV ads continuing the ‘dirt is good’ theme break in February and will run for three months.
Innocent is catering for Christmas with a range of limited edition guest smoothies. Festive Fruits & Spices smoothie is a blend of fruit, cinnamon and nutmeg, while a New Year Detox smoothie, with beetroot, fruit and ginger, offers a panacea for overindulgence. It is also launching what it says is the first smoothie to contain pomegranate juice, available until the end of February.
’Tis the season for eating salad, according to Florette, which is launching seasonal packaging and advertising. Presented as Christmas Crispy, the top bagged salad brand is releasing crispy salad in a pack featuring a Yuletide scene and message and offering 40% extra free for two weeks during December.
Superkings has been given a brighter packaging makeover to increase on-shelf standout. The packs have a modernised logo and a more vibrant gold colour.
Stefan Chomka
innocenT season
crispy christmas
Superkings facelift
In the company’s biggest innovation since the launch of Persil tablets in 1998,
Persil will launch Gel Tablets in February.
The tablets use a patented gel layer, which Persil claims provide a cleaner fragrance than standard products, which sits on a cake of biological powder that incorporates stain removers (rsp: £5.51 for 40 wash, £2.58 for 18 wash and £1.93 for 12 wash).
Persil hopes the new entrant will help reverse a decline in value in the main wash category, driven by heavy promotion on tablets and powders across the multiples. Persil Tablets fell 18.9% in value last year (ACNielsen, 52 w/e October 1, 2005) with Surf, Daz and Ariel tablets also all experiencing declining sales for the same period.
“Persil Gel Tablets have separate components for a better clean and an increased cost per wash,” said Zoe Hayward, Persil Brand executive at Unilever UK Health and Personal Care. “Main wash is in decline as everyone is promoting heavily and this product will add value back.”
The launch is being backed by a £6.5m marketing spend, including TV and cinema ads, outdoor PR and sampling, and is part of extensive innovation and marketing for Persil in the run-up to its centenary year in 2009. TV ads continuing the ‘dirt is good’ theme break in February and will run for three months.
Innocent is catering for Christmas with a range of limited edition guest smoothies. Festive Fruits & Spices smoothie is a blend of fruit, cinnamon and nutmeg, while a New Year Detox smoothie, with beetroot, fruit and ginger, offers a panacea for overindulgence. It is also launching what it says is the first smoothie to contain pomegranate juice, available until the end of February.
’Tis the season for eating salad, according to Florette, which is launching seasonal packaging and advertising. Presented as Christmas Crispy, the top bagged salad brand is releasing crispy salad in a pack featuring a Yuletide scene and message and offering 40% extra free for two weeks during December.
Superkings has been given a brighter packaging makeover to increase on-shelf standout. The packs have a modernised logo and a more vibrant gold colour.
Stefan Chomka
innocenT season
crispy christmas
Superkings facelift
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