Persil Non Bio Campaign: 'Happy Feet' movie partnership
Our Mission
To reclaim valuable market share from other sensitive skin brands including Bold and Fairy. Persil Non Bio had not received TV support in four years and was declining by 8% year on year.
Our Idea
Without a Client brief we took the initiative to fight for support for Persil Non Bio. Way before anyone had heard of the Happy Feet, our film division identified the movie as sharing key attributes with Persil Non Bio - whiteness, sensitivity, warmth and learning through experience.
We brokered a partnership with Warner Brothers, gaining access to the characters and footage from the film in exchange for including Happy Feet in Persil's brand communication and in-store support - at no cost to Persil.
Our Execution
Our strategy split into two phases. Phase one was designed to re-educate mums about Persil Non Bio's 'sensitive clean' brand values through an ad campaign featuring a penguin, which tied seamlessly with phase two, the promotional phase. This created excitement amongst kids about a free toy in promotional packs. We brought the hatching toy to life through lenticular 6 sheets and double-sided inserts in magazines showing the egg hatching into a penguin. For maximum impact we placed Persil's promotional TV ads to run after the Happy Feet movie trailers.
Our Success
All sales targets were smashed and Persil Non Bio reached its highest market share in five years. Penetration soared by 57% as we hit our competitors hard - 60% of buyers switched from competitor brands.