12.01.16
Persil ProClean, part of Henkel North America’s stable, has rolled out the new #Purrsil Digital and Social Media campaign, celebrating the most discerning critics of clean laundry: cats. The campaign is fuelled by a simple idea that cats and laundry are a purrfect match. The brand has a new mockumentary created by TBWA\Chiat\Day, starring curious kittens and sophisti-cats. The campaign is also a call-to-action for consumers to join in Persil’s new charitable initiative to help feline friends.
“Our goal was to create an attention-grabbing digital activation that encourages viral sharing among consumers while giving back to our furry friends in need,” said Janell Holas, VP-marketing, US premium laundry detergents business unit at Henkel North America. “One of the most-searched keywords on the internet is ‘cats,’ with videos receiving more views-per-video than any other pet category on YouTube. When you pair that with their innate propensity to nuzzle up in fresh laundry, and the play on our brand name, Persil, this was a no brainer.”
“Our goal was to create an attention-grabbing digital activation that encourages viral sharing among consumers while giving back to our furry friends in need,” said Janell Holas, VP-marketing, US premium laundry detergents business unit at Henkel North America. “One of the most-searched keywords on the internet is ‘cats,’ with videos receiving more views-per-video than any other pet category on YouTube. When you pair that with their innate propensity to nuzzle up in fresh laundry, and the play on our brand name, Persil, this was a no brainer.”