PERSIL /
DEEP CLEAN CHALLENGE
SAMPLING CAMPAIGN AT WALMART.
Consumers who try Persil, love Persil.
Tide dominates the laundry aisle at Walmart. So, how can a lesser-known brand break through?
Challenge shoppers to try Persil just once to experience the deepest clean of their laundry life.
Influencers took the Deep Clean Challenge, swapping their old detergent for Persil and sharing the results, as well as digital coupons, with their followers.
CREDITS.
CREATIVE DIRECTION & COPY
INGRID DUCMANIS
ART DIRECTION
ROSA ODENWALDER
High-value digital coupons and direct-to-consumer samples drove trial and incentivized product reviews.
The Persil StainLab Hotline built consumer confidence with live laundry advice, while retailer events demonstrated Persil's stain-removing power.
The results? Persil had it's highest grossing week of the year at Walmart and gained incremental placement.
