JWT teams Persil with sports brands

Lever Faberge is collaborating with the sports brands Kappa, Slazenger and Le Coq Sportif in its latest outdoor campaign through J. Walter Thompson for its Persil washing detergent.

The campaign has been devised to promote Persil, the UK market-leading washing detergent, as the most effective product for washing bright and white clothing.

JWT has created four different poster executions, each of which features a close-up shot of a brightly coloured polo shirt with the manufacturer's logo on the front.

However, the logos - the Kappa twins, the Slazenger panther and the Le Coq Sportif cockerel - have been altered so they are wearing sunglasses to shield their eyes from the brightness of the shirt. The idea is that washing with Persil gives the brightest colours or whitest whites.

The campaign was written by Huw Rowlands and art directed by Alistair Scully. Media planning and buying was through Initiative and the outdoor specialist Concord. The campaign has been planned to run in all major UK conurbations on high-profile 48-sheets. It breaks on 2 February with several other bursts of activity planned throughout the year.

According to Information Resources Inc data from May 2003, Persil is the leader in the competitive laundry detergent sector with a 28.8 per cent share. Procter & Gamble's Ariel brand is the second-biggest brand, with a 20.3 per cent share of the market.

In December, Lever Faberge upped the ante when it handed Bartle Bogle Hegarty its £8 million European Surf account. Surf vies with the P&G brands Fairy and Daz for third place.

Rosalind Walker, the marketing manager at Persil, said: "The new ads communicate Persil's top cleaning credentials in a bold, impactful and contemporary way."