Magazine article Marketing

Consumer Backer in Persil Power Retreat

Magazine article Marketing

Consumer Backer in Persil Power Retreat

Article excerpt

The Good Housekeeping Institute has withdrawn its endorsement of Persil Power.

The independent consumer body, which backed the [pounds]200m launch of the controversial soap powder in the spring, has now told brand owner Lever Brothers it may no longer use its name in ads.

The Institute told Marketing that since Lever had changed the formulation of Power, it could no longer endorse the product.

"Should Lever wish to continue actively using the Good Housekeeping Institute name, new tests must be carried out," said a spokeswoman.

"We are a bit disappointed," commented a Lever spokeswoman. "But we haven't fallen out with them. Our understanding is that in time they will retest Persil Power."

But a Good Housekeeping Institute insider told Marketing it has no intention of carrying out any more tests on the product.

"It's down to them how they play it," added the Lever spokeswoman. "We're not going to push it."

Tests the first time round were only intended to test the efficiency of the product. No tests were then carried out to check whether, as is now claimed, the product rots clothes. …

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