Persil - "For Whatever Life Throws"

MullenLowe Global

MullenLowe Global London, Großbritannien

Awards

20878

Marke: Persil
Länder: Großbritannien

Werbende: Unilever

Titel	For Whatever Life Throws
Agentur	MullenLowe Global
Kampagne	For Whatever Life Throws
Werbende	Unilever
Marke	Persil
Datum der ersten Ausstrahlung/Veröffentlichung	2013 / 7
Geschäftsbereich	Reinigungsprodukte & Waschmittel
Slogan	Dirt is good
Story	The 50” portrays a bright eyed, freckled girl in a pristine white dress, walking confidently as stains are thrown at her from all sides. The visual spectacle aims to show that Mum has done her best to prepare her children for a world of uncertainty. SUMMARY: Unilever wanted to successfully launch a new formulation of Persil’s Small & Mighty in all new packaging. Small & Mighty offers better stain removal in an innovative, multifunctional bottle that includes a combined applicator and in-wash detergent holder. Tapping into mothers’ desires to put their children’s well-being first, Unilever wanted to get mums to sit up and notice their new product, but also reflect on whether they were doing everything possible to bring up emotionally resilient kids. Success involved driving trial and subsequent purchase of the product in order to achieve market share gains. The objective was to reverse market share declines in France, maintain momentum in the UK and deliver a stand-out campaign which engaged with consumers emotionally. The declining market share in France was reversed with a 6% sales increase delivering incremental sales of 1.9 million Euros. The campaign doubled the UK market share target with a 9% sales increase delivering sales of 3.3 million Euros.
Medientyp	Fernsehen
Länge	50 seconds
Audio-Postproduktion	Wave Studios
Agentur	MullenLowe UK
Werbeleiter	Patricia Corsi
Werbeleiter	Hajar Alafifi
Executive Creative Director	Dave Henderson
Executive Creative Director	Richard Denney
Art Director	Christopher Bowsher
Texter	Frances Leach
Art Director	Steve Wioland
Texter	Matt Woolner
Agency Producer	Trudy Waldron
Agency Producer	Jeremy Muthana
Produktionsfirma	Academy
Post-Produktion	The Mill
Etat-Planer	Charlie Snow
Etat-Planer	Jeremy Muthana
Regisseur	Niall O'Brien