Jul 7, 2015 Düsseldorf / Germany
Persil ProClean makes a splash in U.S. laundry care market
Since March, Persil ProClean has been sold in more than 4,300 Walmart stores on an exclusive basis. Available in over sixty countries worldwide and Henkel’s flagship premium laundry detergent since its release in 1907, this is the first time that Persil is being sold in the United States. Backed by a memorable ad campaign, Persil ProClean laundry detergents have performed well in product tests since their launch.
The partnership with Walmart, which operates over 4,000 stores in the U.S. and Puerto Rico, means that Persil will reach many American consumers. “Persil ProClean is a major presence on the Walmart shelves, and their partnership and co-investment has given Persil a strong launch pad in the U.S.” explains Andreas Hartleb, General Manager of the Laundry & Home Care business unit in the United States.
Hartleb elaborated on the strategy underlying the launch, “In launching a detergent brand in the premium segment, we are expanding our strategic brand portfolio in North America, creating the best possible conditions for growth in this tough, highly competitive market.”
A launch in a tough market calls for “Professional” help. The Persil ProClean campaign’s star is a tuxedo-wearing, stain-fighting superhero, played by Peter Hermann, in the role of “The Professional”, who comes to the rescue whenever there’s a stain. “The Professional” stars in three different TV commercials that have been running since March. Check out “The Professional” and his stain-fighting skills here: www.youtube.com/watch?v=_JkvyjDE3Hs
U.S. product-testing nonprofit organization, Consumer Reports, published an article on our product. Click here for more information: www.consumerreports.org/cro/news/2015/06/persil-tops-tide-in-laundry-detergent-tests/index.htm.