It was a combination of both. Emirati men and women who use the product to keep their kanduras and abayas looking clean and new. And new consumers who could use the products for their blacks and whites.
The strategy was to help Persil leverage national pride on UAE National Day. It was running at an all time high post the announcement of Expo 2020 in Dubai. We had a true insight about Emirati culture that we felt fit seamlessly on this occasion.
Creative Execution
Emiratis wear their national dress with pride wherever they go. Persil Black and Persil White are specially designed to help keep kanduras and abayas looking clean and new even after repeated washes. So by creating these customized bottle sleeves, we were able to demonstrate and celebrate this pride.
Describe the creative solution to the brief/objective.
The unique shape of the Persil Black & White bottle inspired the idea. We designed customized bottle sleeves with interesting illustrations of Emirati men and women silk-screen printed on them. When fitted around the body of the bottles, they took a life of their own. When perched on a supermarket shelf the bottles exuded pride and stature. We released a limited edition batch of 10,000 bottles in supermarkets all across the country on December, 2nd, 2013, UAE National Day. The entire batch sold out in just 4 days.
Results
The response was incredible. The entire batch of 10,000 limited edition bottles sold out in just 4 days making it Henkel’s most successful promotional campaign to date. The idea is now being rolled out in Kuwait and KSA in 2014.