To promote its premium laundry detergent, Henkel's Persil will take to Super Bowl 50.
Persil will unveil a new ad campaign for its Persil ProClean line, which was introduced in March 2015, during the big game on Feb. 7. The spot will feature the brand's stain-fighting super hero, "The Professional."
"Persil ProClean might be a new player in the U.S. Market, but Persil ProClean means business and is here to stay," Andreas Hartleb, senior VP and general manager-laundry & home care division, said in a statement. "A Super Bowl commercial comes with a hefty price tag but there is no better time or audience than the Super Bowl and its 100 million plus viewers to build brand awareness. For those consumers who haven't yet heard about the brand-Persil is ready for its big debut."
Persil ProClean initially launched in Walmart stores, but has expanded its distribution to other grocery, drugstores and big-box retailers. It's positioned against and priced similarly to Procter & Gamble Co.'s category-leading Tide.
Persil is one of several newcommers to the big game. SunTrust, SoFi, PayPal, Pokemon, LG and Buick will also make their Super Bowl debuts next month.