Persil is launching a new ‘Dirt is Good’ campaign for summer, supported by a £4.5m marketing spend alongside an on-pack promotion.
The campaign aims to encourage children to get outdoors this summer and develop through hands-on learning by creating an app for parents to help boost “play-inspiration”. The Persil Wild Explorers app, free to download on the IOS and Google Play stores, provides over 100 activities for families to do outside during the summer holidays. The activities, which have been developed in partnership with The Wild Network, include making a mud volcano, blowing a grass trumpet and creating a squirrel adventure course.
From July to September, Persil will also be giving shoppers the chance to win a family break to a Forest Holiday resort, complete with wood cabin and activity vouchers, via an on-pack promotion. The activity will be highlighted through specially designed ‘Persil Wild Explorers’ neck hangers which will be placed on 25W, 40W and 60W Persil liquid variants. A limited edition design has been created for the 70W powder packs.
The marketing budget will be spent on out-of-home advertising, video on demand, social media and in-store activity. A TV and cinema campaign will also run from July until September 2016.
Rosalind Brown, Marketing Manager for Laundry at Unilever UK, commented: “The new ‘Dirt Is Good’ campaign is designed to inspire parents to spend time with their kids outside over the upcoming months and allow them to enjoy this time together without worrying about mud and stains. As the number one laundry brand we have that covered with our exceptional products.
“Technology is often listed as a cause of kids staying inside, but we want to demonstrate how it can be used as a great tool for finding new and exciting things to do as a family – which is why we’ve introduced the new Persil Wild Explorers app. This teamed with the on-pack promotion shows that we are dedicated to inspiring parents to get their kids outdoors this summer.”
