Persil's new detergent, Wonder Wash, aims to modernize the brand image and target more households, particularly city dwellers with different washing habits.
The marketing approach for Wonder Wash includes a humorous ad featuring Usain Bolt, a departure from the traditional laundry advertisement formula.
The product's unique features include a transparent bottle, 'jazzy colors,' and a modernized label and logo, showcasing a break from the conventional laundry detergent packaging.
The shift in marketing strategy for Wonder Wash involves reducing TV advertising from 80% to 55% and allocating more resources to digital and social media platforms.
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