Persil has joined forces with kids' cartoon Mr Men in a new £3.5m TV campaign and on-pack promotion to highlight the brand message 'Dirt is Good'.
The ad, which breaks next week, features Mr Tickle, Mr Bump and Mr Strong playing messy games with kids and encouraging them to get dirty. It intends to communicate the key family values of the brand, said Sarah Cashin category operations manager brand owner Unilever UK. "Mr Men stories feature characters that explore the world. A key value of the Persil brand is the belief that children should be free to explore and play, without worrying about the dirt, to learn. This message fits with Persil's brand message."
The TV activity is being supported by an on-pack promotion offering Mr Men toys in special packs of Persil 3kg and 40 tablets packs.
The ad, which breaks next week, features Mr Tickle, Mr Bump and Mr Strong playing messy games with kids and encouraging them to get dirty. It intends to communicate the key family values of the brand, said Sarah Cashin category operations manager brand owner Unilever UK. "Mr Men stories feature characters that explore the world. A key value of the Persil brand is the belief that children should be free to explore and play, without worrying about the dirt, to learn. This message fits with Persil's brand message."
The TV activity is being supported by an on-pack promotion offering Mr Men toys in special packs of Persil 3kg and 40 tablets packs.
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