Persil Black & Persil White: Preserving Pride

September 25, 2014Filed under Direct Marketing, Design and House, Garden, Pets
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Describe the brief from the client:
We wanted to create a direct piece of communication that celebrated the pride Emiratis take in wearing their national dress, the kandura and the abaya, wherever they go. A piece that also everyone could appreciate.


Describe how the promotion developed from concept to implementation:
To celebrate the pride Emarati’s take in wearing their national dress, we designed customized bottles sleeves with interesting characters of Emirati men and women silk-screen printed on them. When fitted around the Persil Black & White bottles, these characters came to life. A limited edition batch of 10,000 bottles was released in supermarkets across the country on December, 2nd, 2013, UAE National Day. It was sold out in 4 days.

Describe the success of the promotion with both client and consumer including some quantifiable results:
The response was incredible. The entire batch of 10,000 limited edition bottles sold out in just 4 days making it Henkel’s most successful promotional campaign to date. The idea is now being rolled out in Kuwait and KSA in 2014.


Explain why the method of promotion was most relevant to the product or service:
Emiratis take pride in wearing their national dress, the kandura and the abaya, wearing it wherever they go. And Persil Black and Persil White are specially designed to help keep kanduras and abayas looking clean and new. So we created these customized bottle sleeves with silk-screen printed characters to help celebrate this pride.

Advertising Agency:DDB, Dubai, United Arab Emirates
Executive Creative Director:Firas Medrows
Creative Director:Zahir Mirza
Art Director:Ramy Elsakka, Jitesh Narayan
Designer:Ramy Elsakka
Copywriter:Zahir Mirza, Ramy Elsakka
Illustrator:Lokesh Karekar, Ramy Elsakka, Zanad Egypt
Production Manager:Ashish Varghese
Senior Account Director:Heba Elzoaiby
Senior Account Executive:Omar Moursi
Planner:Souha Dalloul
Retoucher:Sanu Raju, Aneesh Kumaran
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