Magazine article Marketing

50 Years of Fame: Brandfame - Persil

Magazine article Marketing

50 Years of Fame: Brandfame - Persil

Article excerpt

It is a sign of the power of Persil that former Spice Girl Victoria Beckham has admitted her early ambition was to be more famous than the laundry detergent.

Launched in 1908, Persil has always been positioned as a caring brand, emphasising both its cleaning credentials and its care in its first ITV ad in 1955 and consistently repeating the message since.

As well as being the first washing powder to advertise on TV, Persil was the first detergent to feature a man in its ads, in 1987. 'Skinhead' featured a mother leaving her son to wash his own shirt and depicted the numerous mishaps he encountered before finally emerging with a gleaming white shirt.

The brand's marketing innovation has been matched by its product innovation.

In 1968, it launched Persil Automatic to take advantage of new washing machines. In 1984, it launched the first 'non-biological' powder.

Promoting its innovations on TV has enabled the brand to retain its traditional fans, while also attracting younger users. The 1988 launch of Persil tablets provides a great example, incorporating the brand's long-standing use of 'mum' as a communication icon while attracting younger users with its progressive technology.

Persil recently embarked on a new approach to TV advertising with its pounds 8m 'Dirt is good' campaign, which establishes dirt as an essential part of the development of children, and aims to show how Persil helps families live life to the full. …

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