Unilever detergents seek European sporting link

Unilever is planning to create a major branded sport event for its detergent brands, helping to promote its flagship product Persil across Europe.

The company is considering several options as part of its 'dirt is good' internal brand positioning for the portfolio, which includes the Omo and Skip brands.

Unilever has drafted in non-roster ad agency Wieden & Kennedy London to work on a pan-European marketing brief as it seeks to 'own' sport.

W&K was chosen for its experience in the sports sector, having worked on Nike's account and its Run London 10km event.

Internally, Unilever is understood to have studied a range of sports-related plans in recent months, including sponsorship of the 2007 Rugby World Cup and the England rugby union team, as well as examining the feasibility of running a branded youth football tournament.

A Unilever spokeswoman confirmed it was working with W&K and other 'partner' agencies on a 'short-term assignment'.


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