Unilever is relaunching its Persil Small & Mighty liquids range and introducing new packaging incorporating a built-in stain remover ball.
The new packs, which launch into retailers next month, feature a removable ball that can be used to measure out liquid and has a dimpled surface that can be used to pre-treat stains directly.
“We expect the Stain Eraser Ball to transform the way consumers wash their clothes,” said Persil brand manager Marloes Garben. Packs of bio and colour liquid will flag up the stains the new formulation is designed to target - grass, red and oily - while non-bio packs will carry the message ‘Kind next to skin’.
The relaunch is being backed by what Unilever has claimed is its biggest-ever campaign for Persil, a £10.5m push comprising TV ads from 15 July, plus outdoor, in-store, digital and press activity.
Unilever said the launch would help drive further growth in the liquids category, which has risen 6.3% by value year-on-year [IRI 52 w/e 11 May 2013]. “Liquids offer one of the biggest growth opportunities in laundry,” added Garben.
Sales of the Persil brand grew 8.4% last year to £227.4m [Nielsen 52 w/e 31 December 2012].
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