CAMPAIGNS: FMCG Launch - Persil product makes debut in space-age

Client: Lever Faberge

PR Team: Cairns & Associates (UK)

Campaign: Persil Capsules launch

Timescale: October 2000 - May 2001

Budget: Approx £100,000



Cairns & Associates was appointed to plan strategy for the launch of Persil Capsules, a pre-measured portion of washing liquid in soluble packaging.



The capsules were a new format for the washing market and C&A also advised on overall brand positioning.



Objectives



To create a launch that would transmit excitement, highlight the innovation of the product and create a strong public awareness of an alternative to washing liquid and powder.



Strategy and Plan



A space-age theme was adopted and key messages were developed, focusing on the product's unique attributes (the capsules are round and used in pairs). The press packs used round folders filled with green liquid and round press release paper.



To build on the 'roundness' theme there was also a survey asking: 'What is your favourite round thing?'. A raft of celebrity quotes, from the likes of Jane Horrocks and Shane Richie, was used in the survey.



C&A 'took over' the press briefing room at IPC, wrapping it in silver foil and green bubble-wrap. Face-to-face briefings were provided for 45 journalists from 22 magazines.



The campaign also involved a stunt in Leicester Square, emphasising the space-age nature of the product. A helium-filled 'UFO' was set up for two days and a photocall arranged with astronomer Patrick Moore.



Measurement and Evaluation



The Mirror and Family Circle, as well as other national and regional press, ran coverage. Readers offers and competitions appeared in publications including Prima and BBC Good Homes, with further coverage scheduled.



Moore was interviewed by radio stations including Capital FM and Thames Radio.



Results



Although Unilever won't disclose sales figures, it says there has been strong demand for the product.



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