Persil to support 'Crease Release' launch with pounds 5m

Lever Faberge is putting pounds 5m behind the launch of a

biological Persil tablet with a 'Crease Release' formula designed to

make ironing easier.



The product, which will go head-to-head with Procter & Gamble's Bold

2-in-1 detergent tablets, will be backed by TV, magazine and poster

ads.



The 20-second animated TV ad, created by J Walter Thompson, will break

on July 23, with the strapline 'Better working conditions for

irons'.



Following the creative style of Persil's Caplets ad, which aired in

April, the spot features a protest by overworked irons. Upon discovering

a pack of Persil Tablets, the irons grow quiet and one says to the next,

"Fancy a pint?" They drop their banners and placards and trudge off.

Media is being handled by Initiative Media.



Press ads will run in women's glossies from September to December and in

weeklies from mid-August to October.



Persil Tablets with Crease Release is the fourth product in Persil's

tablets range, which debuted in 1998.



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