Comfort & Persil royal heir pack

Unilever UK is set to launch commemorative packs of its iconic mother and baby laundry brands, Comfort Pure and Persil Non-Bio Powder, to celebrate the birth of the royal heir. Available for retailer orders the day after the birth is confirmed, the limited edition packs will be available across all channels whilst stock lasts on a flow through basis*.

The royal celebratory packs feature gold foil decoration and writing, plus a 'Limited Edition' flash to provide optimum standout on shelf. Continuing the regal theme, the Comfort limited editions will also see the iconic Comfort Pure baby wear a small gold crown, and come complete with a gold effect bottle cap to create additional impact in store.

Fernanda Tubini-Roberts, Comfort Marketing Managerat Unilever UK,comments: “As specialists in creating laundry products suitable for babies, both Comfort Pure and Persil Non-Bio Powder are perfectly positioned to spearhead the royal celebrations for the category.

“They are both iconic British brands with a loyal following, and we anticipate that the birth of the royal heir will encourage both existing and new shoppers to engage in the celebrations and purchase the keepsake packs, whilst also allowing retailers to capitalise on the additional sales our limited editions will bring to the laundry category.”

An out of home campaign will drive shoppers in store whilst the limited edition packs are in market and, forming part of the brand’s ongoing £3.5 million Mother & Baby campaign, Comfort Pure will also be supported online at where parents will be able engage with the ‘Guide to raising your baby like a royal’.

Market leader Comfort has a 40.7% value share of fabric conditioners[1], with Comfort Pure currently the best performing variant worth £39m1, whilst Persil, the UK's number one laundry brand[2](Link opens in a new window), produces the market's largest non bio detergent1.


[1]IRI data, full year 2012

[2]Latest SIG Data to 11 May 2013 - Value Sales

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