Persil, the leading laundry detergent brand from Unilever UK, is teaming up with Disney to support the highly anticipated liveaction release of Beauty and the Beast, premiering in UK cinemas from March 17. As part of the collaboration, Persil will offer shoppers a magical giveaway of a £5 Disney Store voucher with every pack of 22w and 38w Persil Capsules purchased.
The activity will be supported by a £2million marketing spend, including an out of home campaign, bespoke point of sale materials and an on-pack promotion.
From now until mid-April the onpack promotion will feature across all Non Bio, Bio and Colour variants. Consumers can redeem their limited edition £5 Disney Store vouchers online at www.persil.co.uk by entering the unique code printed on every pack. The promotion will offer customers the option to select either an in store voucher or a unique e-code to use at www.disneystore.co.uk .
Jennifer King, Senior Brand Manager for Persil at Unilever UK, comments, “As one of the UK’s biggest household brands, we are thrilled to join forces with one of the biggest movies of 2017. With the chance to redeem a £5 Disney voucher with every pack of Persil Capsules, shoppers really can take home the magic of Disney, as well as beautifully transforming their clothes with the cleaning power of Persil Capsules.”
Anna Hill, CMO, Disney UK & Ireland, said: “At Disney we’re always looking to team up with likeminded brands to tell our great stories through exciting and innovative campaigns. So we are very pleased to be working with such a well-loved brand as Persil to bring the fantastic storytelling of Beauty and the Beast to life to one of our key audiences.”
The limited-edition range of Persil Capsule pouches bring to life the Disney fairy-tale with an onpack flash, featuring exquisite artwork from the movie to showcase the exclusive offer – creating standout on shelf and bringing excitement and Disney magic to the laundry aisle.