Description
Persil which was product of Henkel and unilever, talks about brand failure and rebranding
Introduction
• Originally launched as Persil (1907). Manufactured and distributed by Henkel and Unilever. • It derives its name from main ingredients sodium perborate and silicate. • Is a premium brand and a market leader in Germany and UK. Presence in 68 countries.
Introduction of “Persil Power”
• Launched in early 90s. • Reasons for launch:
1. Product differentiation 2. Main competitor Ariel came up with “Ariel Ultra”.
• Added a manganese based catalyst to original Persil. • This component helped increase the cleaning performance and allowed the use at lower temperatures.
The Failure
• No major difference between Persil and “Persil Power” in cleaning performance. • Damage to the clothes – After a few washes the clothes started losing color and integrity. • Damage to clothes when used with hot water. • Extreme negative publicity by Procter & Gamble.
Afterword
• Persil Power was taken off the shelves in 1995. • Lawsuits were issued by retailers and consumers. • Persil New Generation, a new product without the catalyst launched. Launch cost around £200 million. • Planned to brand product as “Persil from Unilever”.
doc_234626276.pptx
Persil which was product of Henkel and unilever, talks about brand failure and rebranding
Introduction
• Originally launched as Persil (1907). Manufactured and distributed by Henkel and Unilever. • It derives its name from main ingredients sodium perborate and silicate. • Is a premium brand and a market leader in Germany and UK. Presence in 68 countries.
Introduction of “Persil Power”
• Launched in early 90s. • Reasons for launch:
1. Product differentiation 2. Main competitor Ariel came up with “Ariel Ultra”.
• Added a manganese based catalyst to original Persil. • This component helped increase the cleaning performance and allowed the use at lower temperatures.
The Failure
• No major difference between Persil and “Persil Power” in cleaning performance. • Damage to the clothes – After a few washes the clothes started losing color and integrity. • Damage to clothes when used with hot water. • Extreme negative publicity by Procter & Gamble.
Afterword
• Persil Power was taken off the shelves in 1995. • Lawsuits were issued by retailers and consumers. • Persil New Generation, a new product without the catalyst launched. Launch cost around £200 million. • Planned to brand product as “Persil from Unilever”.
doc_234626276.pptx