Unilever embarks on AFP with Persil

Unilever is promoting its Persil brand with an advertiser-funded programming initiative on Nickelodeon.

The campaign marks the first time Unilever has embarked on a significant branded-content push in the UK.

The activity, co-created by JWT, Michaelides & Bednash and Antidote, is the latest wave of activity for Persil's "dirt is good" campaign.

The campaign, which breaks at the end of July, features 12 two-minute films resembling a reality TV soap. They feature three families receiving a Persil skills pack and ball - obtained by purchasing two packs of Persil.

The skills pack is designed to encourage parents and their children to take part in physical activity. The ball is non-sport-specific and the pack features a DVD, stopwatch and suggested games, to play with the ball.

The campaign is aimed at adults with children aged between six and 11, following research commissioned by Unilever, which found that parents are playing with their children less and less.

The activity will be supported by a dedicated website, featuring rich content and a children's section.

- Feature, page 24.