Persil, the No1 laundry brand from Unilever UK, has partnered with television personality Bear Grylls to launch a competition to win an adventure day with the well known explorer. The promotion forms part of the £8.4m marketing campaign across TV, print, PR and digital which includes a new dedicated Facebook page.
The PR campaign will aim to get children back outside and learn forgotten childhood skills with its Bear Grylls’ “Top Ten Things To Do Before You’re Ten”.
The promotion will run across all Persil products to highlight Persil’s stain removal power, with the hero product being it’s hugely successful Persil Small & Mighty, which offers outstanding cleaning in just 30 minutes. With every purchase of a Persil product, consumers will have the opportunity to ‘text to win’ an adventure day with Bear Grylls and will receive a free book, Bear Grylls’ Gold of the Gods, which also comes with a free activity guide.
The partnership with Bear Grylls highlights Persil’s stain removal power by encouraging parents to let their children go outside and get ‘messy’ just like the adventurer himself and use Persil to take on the tough stains.
Marloes Garben, brand manager for Persil, comments: “Persil has launched this exciting promotion to engage with consumers and highlight just how powerful its products are at removing stains. The partnership with Bear Grylls is a new and fresh approach for both Persil and the category, which typically uses Mums to advertise, so we hope this will capture consumer attention and lots of engagement.”
To aid retailers running the promotion, Persil has created customised stands, leaflets regarding the ‘text to win’, and point of sale education for consumers about the Bear Grylls link up. The campaign runs until 30 April 2012. For more information on the competition visit www.persil.co.uk/bear