Oct 27, 2016  Scottsdale, Ariz.

Persil® ProClean® laundry detergent debuts #Purrsil Campaign to lend a helping paw to cats in need

Because even the pickiest cats pick Persil®

Persil® ProClean®, Henkel North America’s newest premium laundry detergent brand renowned for its exceptional stain-fighting, whitening and freshness, is shaking up the historically-predictable laundry category with the release of their new #Purrsil Digital and Social Media campaign, celebrating the most discerning critics of clean laundry: cats.

The campaign is fuelled by a simple idea: cats and laundry are a purrfect match. While it is no surprise that cats are flooding the internet – running circles around other furry friends – there’s just something about fresh laundry that felines can’t resist.

Seizing on pop culture’s love of cats, Persil unveils a loveable mockumentary created by TBWA\Chiat\Day, a Henkel global partner, starring curious kittens and sophisti-cats. Kicking off the #Purrsil campaign, the video imagines that Persil ProClean could be the premium detergent choice of cats, the connoisseurs of clean. At the same time, the video introduces a call-to-action for consumers to join in Persil’s new charitable initiative to help fellow feline friends.   

Persil ProClean is supporting several animal shelters across the country to help cats in need. Consumers can simply purchase any bottle of Persil, and log on to PersilDonates.com to register a barcode as a proof of purchase. For every bottle of Persil detergent registered, Persil will donate a bottle of laundry detergent (up to 100,000 wash loads of laundry) so these rescue cats can enjoy clean, fresh bedding.

“Our goal was to create an attention-grabbing digital activation that encourages viral sharing among consumers while giving back to our furry friends in need,” says Janell Holas, Vice President of Marketing for the U.S. Premium Laundry Detergents business unit at Henkel North America. “One of the most-searched keywords on the internet is ‘cats,’ with videos receiving more views-per-video than any other pet category on YouTube.  When you pair that with their innate propensity to nuzzle up in fresh laundry and the play on our brand name Persil, this was a no-brainer.”

Rounding out the 360-degree campaign, additional #Purrsil elements include:

  • “The Pickiest Cats Pick Persil®” 30 second Teaser
  • Direct mailer to targeted high-profile social media cat-fluencers encouraging cat owners to participate
  • Collaboration with cat-loving lifestyle influencers to ramp up consumer participation
  • The Search for the Persil Spokescat Contest, launching on November 10  

Persil ProClean is a powerful laundry detergent delivering a premium clean to those with the highest standards of cleanliness. While globally-renowned for over a century, the Persil brand has only been available to U.S. consumers since 2015 and in its first year of launch was rated the #1 laundry detergent in the U.S. by a leading consumer testing publication. The Persil ProClean brand portfolio, consisting of Power-Liquid®, Power-Pearls® and Power-Caps®, can be found in stores nationwide.

Visit PersilDonates.com to learn more about this campaign and join the conversation using #Purrsil. Find Persil ProClean at @PersilProClean on FacebookTwitter, Instagram, YouTube.com and check out PersilProClean.com to locate a retailer near you.

Press Release (225.85 KB)

Persil® ProClean® laundry detergent has something in store for all cat lovers. When it comes to clean, nobody’s pickier than our feline friends.