Unilever is relaunching its flagship detergents Persil and Omo in Europe with new formulations, new packaging and a new promotional mix that places greater emphasis on promotion. A $40 million yearlong campaign for Persil will break in the U.K. in June. Omo, the flagship brand on the European continent, will follow suit on a country-by-country basis. Ammirati Puris Lintas handles the Omo brand and J. Walter Thompson Co. has Persil.
The new ingredient in Persil, polymer, "is not new technology exclusive to us," said a Unilever spokeswoman. The ingredient is not connected to magnesium-based "accelerator" contained in the disastrous launch two years ago of Persil Power, which was withdrawn after charges it damaged clothing.