NEWS: JWT to use men’s titles for Persil relaunch Persil

Lever Brothers is breaking with tradition by pumping millions of pounds into men’s magazines in a pounds 10 million relaunch of its flagship soap powder, Persil.

Lever Brothers is breaking with tradition by pumping millions of pounds

into men’s magazines in a pounds 10 million relaunch of its flagship

soap powder, Persil.



The multimedia campaign, through J. Walter Thompson, will launch on 1

June. For the first time, the Persil ads will not refer to ‘housewives’

and will instead address individual groups of users, such as young men,

through the print medium.



The press ads will appear in magazines such as GQ and Loaded and feature

three men sharing a flat, echoing the BBC TV comedy series, Men Behaving

Badly.



At the same time, Unilever is doubling its adspend with two of the UK’s

leading publishing houses over the next three years.



The company is committing pounds 40 million to the National Magazine

Company and IPC through its media buying agency, Initiative Media.



It is thought to be the first time that an advertiser has guaranteed a

certain level of expenditure with publishing houses covering such a long

period of time.



The aim is to develop a more intimate relationship with magazines

belonging to these publishers, which produce many of the UK’s best-

selling titles, such as Marie Claire and Cosmopolitan.



Initiative’s planning director, Nick Daly, said that the deal was

designed ‘to create a platform for us to look at magazines in a new and

innovative way’.



He added: ‘We want to move beyond just filling white space with our ads,

and develop strategic relationships with the magazines.’



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