Working on a brand for more than ten years can sound like a recipe for repetition. But longevity isn’t about doing the same thing over and over, it’s about knowing when to evolve and when to hold the line. It means constantly moving the brand forward without playing it safe. The work below shows how we kept pushing.
Where other detergent campaigns stop at clean clothes, the new Persil campaign starts. Because clothes that don’t just look clean, but feel clean, can give you a real sense of confidence. That insight led us to the campaign idea:
We don't just clean clothes, we add confidence.
As part of the brand repositioning, we also defined a social purpose for Persil: advocating for a more equal distribution of household chores.
Because even in 2026, around 90% of laundry is still done by women.
To contribute to a more equal future, we developed the concept for a major influencer event: the HOUSE OF PERSIL, which was executed by an event agency.
For the international rollout of the campaign, we designed a comprehensive brand book, which was also produced as a high-quality coffee-table book.