Our challenge was to create a piece of communication that served a two-pronged objective; celebrate the pride of UAE Nationals and to drive sales of Persil Black and Persil White through an engaging promotional campaign.
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.
How the final design was conceived
The unique shape of the Persil Black and Persil Bottles served as the inspiration for the idea. We designed customized sleeves with interesting characters of Emirati men and women silk-screen printed on them. When fitted around the body of bottles they took a life of their own. The sleeves also served as laundry bags.
Indication of how successful the outcome was in the market
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.