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Tuesday, 21 October 2008 |
Unilever UK is driving value in the laundry category with a major new on-pack promotion running across its leading Persil brand.
Persil packs will offer free "child goes free" tickets to participating zoos, wildlife centres and aquariums. Available from mid November, the promotion will be supported by a £3.5million laundry media investment campaign.
The activity is part of a wider campaign which sees Persil link with forthcoming Christmas blockbuster, ‘Madagascar - Escape 2 Africa'.
Assunta Faiello, Persil Brand Manager at Unilever, comments: "We expect these on-pack tickets to excite consumers and further establish Persil's credentials as the UK's number one laundry brand (IRI Value Sales 52 w/e 26th September 2008). The promotion will encourage emotional engagement with consumers and generate sales that will lead to incremental category growth."
The free on pack tickets will run across Persil powders and capsules and will help to drive sales of Persil in the laundry aisle.
The £3.5 million brand support package will include TV & press advertising, online activity and in-store point of sale to create standout and drive consumers to the fixture.
Source: Unilever UK
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