Persil Prepares for Super Bowl Debut of ProClean

The TVC will feature the brand’s stain-fighting champ—ProClean. Premiering on 7 February 2016, its prologue is available for viewing

Henkel is set to launch its latest advertising campaign for premium laundry detergent brand, Persil ProClean. The exercise is slated to debut during the Super Bowl 50, one of the most watched television events in the United States. The commercial will feature the brand’s top stain-fighting variant dubbed ‘The Professional’.

Premiering on 7 February 2016, the marque has newly released a prologue which is now available for viewing. The investment in a Big Game advertisement within the first year of the offering having gone to market is a clear indication of the group’s level of commitment to elevation.

While ProClean has only been available to consumers since early 2015, the brand has worked up quite a presence for over a century now. First unveiled in Europe in 1907 and now sold in more than 60 countries across five continents, Persil brings fresh global premium detergent technology to America.

The Persil ProClean product portfolio.
The Persil ProClean product portfolio.

Initially launched exclusively with Walmart retailers stateside, the portfolio comprised of the Power-Liquid, Power-Pearls, and Power-Caps collections, has quickly gained momentum and expanded its reach to national grocery, drugstore, and club store distribution, spanning more than 26,000 doors.

“A Super Bowl commercial comes with a hefty price tag but there is no better time or audience than the event and its 100 million+ viewers to build brand awareness.  For those consumers who haven’t yet heard about the brand, Persil is ready for its big debut,” said Andreas Hartleb, SVP & GM, Laundry and Home Care at Persil.