Henkel North America’s premium laundry detergent brand, Persil ProClean, returns to the stain-fighting game for the third year in a row with a new campaign and a TV commercial that will air during Super Bowl LII.
The 30-second spot features Persil detergent’s superhero, “The Professional,” played by actor Peter Hermann (right), providing a humorous look at the exceptional clean delivered by Persil against Game Day stains.
Hermann is once again donning a white suit and black tie, which viewers will recall from the brand’s two previous Super Bowl ads:
The new spot, created by DDB New York, is part of a larger integrated marketing campaign that includes:
• A Persil microsite, launching this week and featuring the big game stain-fighting content from “The Professional,” a consumer newsletter sign-up, and promotional offers and coupons.
A series of short videos featuring lighthearted advice from “The Professional” will be shared on YouTube and Facebook.
• A partnership with high profile influencers will create and share original video content on the stainable moments that are a staple of Game Day parties, with Persil as the detergent to fight them.
• Partnerships with local restaurants which include actors dressed up as “The Professional,“ surprising consumers with their food deliveries, and sharing Persil detergent samples and big prizes like TVs, tailgating kits and a year’s supply of Persil. Participating cities include Stamford, CT (home of Persil ProClean headquarters), Minneapolis and Chicago. “The Professional” actors will also hand out over 1 million samples in mass transit stations in New York, Chicago, Minneapolis and San Francisco.
“With 100+ million viewers watching the game on February 4, we can’t think of a better time for ‘The Professional’ to showcase the stain-fighting power of Persil,” said Katerina Moragianis, Marketing Director of Persil Laundry Detergent in the United States. “With the Super Bowl being a big day for food stains, what’s needed is a laundry detergent that provides a premium clean. Persil can go the distance to help tackle game day stains.”
Renowned for more than a century in over 60 countries, the Persil brand has been available to U.S. consumers since 2015. Within three short years, the stain-fighting, whitening and freshness of Persil ProClean has led to impressive repeat purchase rates that continue to push the detergent category forward.
The Persil ProClean brand portfolio, consisting of Power-Liquid and Power-Caps, can be found in stores nationwide. Follow @PersilProClean on Facebook, Twitter, Instagram and YouTube.com.
The Big Game is coming and so is all of the heavy game day food! Here are 5 Ways to Get Active After the Big Game + getting activewear clean with @PersilProClean from @Walmart ! #PersilTacklesLaundry #ad https://t.co/D3ULbrY0zv pic.twitter.com/3yUfrlHPoQ
— In The Know Mom (@intheknowmom) January 24, 2018
Henkel North America markets a wide range of well-known consumer and industrial brands including Dial® soaps, Persil®, Purex® and all® laundry detergents, Snuggle® fabric softeners, Schwarzkopf® hair care, Right Guard® antiperspirants, got2b® hair styling, and Loctite® adhesives.
Founded in 1876, Henkel looks back on more than 140 years of success. In 2016, Henkel reported global sales of around 19.7 billion US dollars and adjusted operating profit of around 3.4 billion US dollars. Combined sales of the respective top brands of the three business units – Loctite, Schwarzkopf and Persil – amounted around USD$6.3 billion.
Henkel employs more than 50,000 people globally, united by a strong company culture, a common purpose to create sustainable value, and shared values.
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