Persil wanted to celebrate the significance of UAE National Day. So we were tasked with creating a piece of communication that placed Persil firmly in the hearts and minds of UAE nationals across the country.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
These limited edition bottles were launched in stores across the country on December, 2nd, 2013, UAE National Day. The entire batch of 10,000 bottles was sold out in less four days. So successful was the campaign that it is now being implemented in KSA and Kuwait in 2014.
Explain why the method of promotion was most relevant to the product or service
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.
These customized bottle sleeves had interesting characters of Emirati men and women silk-screen printed on them. When fitted around the bottles, they truly came to life. The idea and the execution played off each other very well.