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Unilever Ireland Announces Biggest Ever Investment In Persil Brand

Persil, the No.1 laundry brand from Unilever Ireland, is set to revolutionise the laundry category this July with the relaunch of Persil Small & Mighty liquids, which will include a new superior formulation and innovative pack design.

Providing consumers with a small but mighty dose, the revamped range is not only more shelf efficient for retailers, but the new formula also offers quicker and cooler washes, with less impact on the environment.

Marking Unilever’s biggest brand campaign ever for Persil, the relaunch is being supported by a substantial €1.5m marketing investment, comprising PR, outdoor, in-store, digital, press, and VOD alongside TV, set to break from 15th July.

On shelf since the start of the month, and boasting an innovative Triple Cleaning System formulation for superior stain removal, the re-launch will run across all Small & Mighty bio, non-bio and colour packs. A unique addition to the laundry category, the new pack design features a multifunctional Stain Eraser Ball, which not only allows consumers to measure exact dosages, but also pre-treat tough stains directly before a main wash with its dimpled surface.

Marloes Garben, Persil Brand Manager at Unilever UK, says: “Liquids offer one of the biggest growth opportunities in the laundry category. To capitalise on this, we are relaunching the Persil Small & Mighty range with a new and improved formula, which provides consumers with the expert cleaning power they require to remove even the toughest of stains."

© 2013 - Checkout Magazine by Stephen Wynne-Jones

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