A mighty sales opportunity

Unilever UK launches BIGGEST EVER investment in Persil

Persil, the No.1 laundry brand from Unilever UK[1], is set to revolutionise the laundry category this July with the re-launch of Persil Small & Mighty liquids, to include a new superior formulation and innovative pack design. Providing consumers with a small but mighty dose, the revamped range is not only more shelf efficient for retailers, the new formula also offers quicker and cooler washes, with less impact on the environment.

Marking Unilever’s biggest brand campaign EVER for Persil, the re-launch is being supported by a substantial £10.5m marketing investment, comprising PR, outdoor, in-store, digital, press, and VOD alongside TV, set to break from 15th July.

On shelf from 1st July, and boasting an innovative Triple Cleaning System formulation for superior stain removal, the re-launch will run across all Small & Mighty bio, non-bio and colour packs. A unique addition to the laundry category, the new pack design features a multifunctional Stain Eraser Ball which not only allows consumers to measure exact dosages, but also pre-treat tough stains directly before a main wash with its dimpled surface.

Marloes Garben, Persil Brand Manager at Unilever UK, says: “Liquids offer one of the biggest growth opportunities in the laundry category. To capitalise on this, we are re-launching the Persil Small & Mighty range with a new and improved formula, which provides consumers with the expert cleaning power they require to remove even the toughest of stains.

“The re-launch will also reinforce Persil’s position as the UK’s leading laundry brand and demonstrate its drive to improve its products to meet consumer needs. We are confident that the upgrade will drive further growth into the liquids category, which is already growing at an impressive 6.3% year-on-year[2], and expect the innovative Stain Eraser Ball in particular to transform the way consumers wash their clothes.”

The new striking pack design has an easy-to-open flip top lid and spout for mess-free pouring, which, together with the multifunctional Stain Eraser Ball held within the heart of the bottle, will ensure optimum standout on shelf.

Additionally, the bio and colour packs will feature the ‘3X Cleaning’ logo communicating the three stain types the new formulation is designed to target: grass stains, red stains and oily stains. Whilst the non-bio packs communicate ‘Kind next to skin’, highlighting its skin sensitive formulation. The clearly marked brand promises allow consumers to make an informed decision at point-of-purchase on which variant suits their requirements.

Persil forms part of Unilever’s Sustainable Living Plan, which aims to halve the environmental impact of doing laundry across the product lifecycle by 2020.


[1]Latest SIG Data to 11 May, 13

[2](Link opens in a new window)Latest SIG Data to 11 May, 13

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