Unilever has launched a multi-million-pound marketing campaign, ‘Fast Just Got Better,’ featuring eight-time Olympic sprint gold medallist Usain Bolt, to publicise its new Persil Wonder Wash laundry detergent.
The campaign is built around is a humorous TV advert where Bolt shares his ‘fast’ lifestyle. He takes part in virtual reality running games, zooms around the park on a hoverboard and visits the supermarket to buy some Wonder Wash, saying “fast just got better”.
With only a glimpse of a washing machine, the lifestyle-led ad seeks to attract a new and wider demographic of laundry users.
Persil is also partnering with more than 200 content creators for #CleanTok – one of the most popular hashtags on TikTok with 122 billion views – as part of the campaign, inspiring other ‘cleanfluencers’ to put laundry front and centre on their feeds.
In store, Persil is working with retailers on front-of-store activations, home care aisle takeovers and POS.
Nadine Slyper, Marketing Director at Unilever, said: “What better way to communicate our new short cycle laundry detergent than with the help of the world’s fastest man, Usain Bolt.
“The creative for Persil Wonder Wash is significantly different from a typical laundry advert and reflects our new brand communications which champion the value of sport to unleash human potential.”
