Persil Pouches To Replace Capsules

Unilever UK is hoping to clean up in the capsules market with a new pouch format for Persil Capsules that it claims has reduced plastic by 70%. The new, eco-conscious packaging for Persil Capsules will be supported by a £3.5m marketing campaign including TV, social media, and PR and in-store activity.

Unilever UK is hoping to clean up in the capsules market with a new pouch format for Persil Capsules that it claims has reduced plastic by 70%. The new, eco-conscious packaging for Persil Capsules will be supported by a £3.5m marketing campaign including TV, social media, and PR and in-store activity. The TV advertising campaign, featuring break-dancing star B-Girl Terra, will go live this month and is expected to run for the next three months, said brand manager Clare Logan. To coincide with the launch, Persil is also running a consumer campaign to raise awareness about child safety and the need to securely store laundry capsules out of reach of children. Persil also claims consumers will benefit from an increase in washes across all variants, including bio, non-bio and color – 10 washes will be increased to 12, 20 to 22 and 35 to 38, with no change to the recommended retail price. Packs of 12 washes retail at £4.31, packs of 22 washes retail at £8.32, and the 38-wash pack retails at £9.99.

Source: Unilever UK