Lever Brothers will attempt to return Persil to its former glory this
summer by relaunching the flagship brand with a new ingredient.
The relaunch will be backed by a multi-million pound marketing spend,
representing a significant increase on the brand’s 1995 budget.
It will also result in Lever dropping the ‘New Generation’ tag added to
Persil last year to distance the brand from the disastrous Persil Power
product, which was axed early last year.
A Lever spokeswoman said the new ingredient, believed to be a patented
formula, was not ‘rocket science’ but she refused to comment further.
However, one source said the new ingredient, which will be emphasised in
the relaunch, would help Lever to make claims about Persil being able to
wash better at lower temperatures.