Persil Deep Clean Challenge

CHALLENGE: What do you do when you’re a new challenger brand who outperforms the leading product in your category?

IDEA: The Deep Clean Challenge — Try Persil and put your concept of clean to the test.

​EXECUTION: We knew that, with the highest repeat purchase rate in the category, people who try Persil love Persil. So we needed to get Persil into as many hands as possible. Live events at Walmart stores prompted shoppers to trade their old detergent for a free bottle of Persil. Influencers, social posts, digital media, sample mailers, and high-value coupons helped move more than 1MM units and drove Persil's most successful week at Walmart, EVER. We incentivized participation in the challenge with a laundry room makeover sweeps and generated thousands of new customer testimonials with #DeepCleanChallenge.