Persil, premium brand from Henkel Romania, made its first image partnership with a Romanian celebrity, as part of an extensive promotional campaign. Starting this autumn, Persil associates its image in Romania with Iuliana Tudor, one of the most appreciated host from Romanian State TV and host of “Once in a lifetime” show.
The association between Persil and Iuliana Tudor is based on the results of a Gfk Omnibus study made in March 2013 that showed that Romanian public recognizes and respects Iuliana Tudor as a professional, a devoted mother and a wife that believes in family values. as all those qualities are compatible with Persil’s values, they contributed to establishing the partnership.
Iuliana Tudor impressed us and the consumer with her natural way of being, with the involvement and seriousness she approaches each activity she makes, no matter we talk about filming, shows, her family or volunteering projects she does with dedication (such as the ones for the Red Cross). With over 100 years of history when it comes of quality, performance and innovation, Persil always helped powerful and modern women, preoccupied both by their family life and by their careers
Marketing Manager Laundry & Home Care Henkel Romania.
In today’s world, I think it the time is, for us, active women, one of the most precious resources, that we need to fully harness. And Persil is a brand that helps us with modern and best quality solutions, adapted to our needs, so we won’t have to consider compromises
Persil’s campaign in Romania aims to promote the benefits of detergent in gel form, with a more performing formula, active starting with 20 degrees. The company also aims to educate Romanian consumer when it comes of this type of detergent, more efficient, more sustainable and easier to use.
Starting from the slogan “Perfect clean means Persil”, the campaign will include a new TV ad, in which Iuliana Tudor appears and that will run on TV starting November.