2014 Winners & Shortlists

Results and Effectiveness

The entire batch of 10,000 limited edition bottles sold out in just 4 days. It’s been Henkel’s most successful promotional campaign to date. The idea is now being rolled out in Kuwait and Saudi Arabia in 2014.

Creative Execution

Our media partner made sure that these limited edition bottles were released at prominent supermarket chains across the country. They were displayed on stand-alone kiosks as well as given pride-of-place on the supermarket shelves. This helped reinforce the campaign idea of ‘Preserving Pride’. Using print, in-store POS and leveraging the Persil Facebook page we helped promote the campaign building up to UAE National Day.

Insights, Strategy and the Idea

We wanted to run a successful promotional campaign for Persil Black & White that coincided perfectly with UAE National Day. More importantly we wanted to leverage a true cultural insight that would resonate with the hearts and minds of our target audience, the Emiratis.