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Persil enlists cats for new digital campaign


SCOTTSDALE, Ariz. -- Premium laundry detergent brand Persil ProClean is shaking up the laundry category with the release of a digital campaign celebrating the most discerning critics of clean laundry: cats.

Seizing on pop culture's love of cats, Persil is launching a mockumentary created by TBWA\Chiat\Day, a Henkel global partner, starring curious kittens and sophisti-cats. Kicking off the #Purrsil campaign, the video imagines that Persil ProClean could be the detergent choice of cats.  At the same time, the video introduces a call-to-action for consumers to join in Persil's new charitable initiative to help fellow feline friends.

Persil ProClean is supporting several animal shelters across the country to help cats in need. Consumers can simply purchase any bottle of Persil and log on to to register a barcode as a proof of purchase. For every bottle of Persil detergent registered, Persil will donate a bottle of laundry detergent (up to 100,000 wash loads of laundry) so these rescue cats can enjoy clean, fresh bedding.

"Our goal was to create an attention-grabbing digital activation that encourages viral sharing among consumers while giving back to our furry friends in need," says Janell Holas, VP of marketing for the U.S. Premium Laundry Detergents business unit at Henkel North America. "One of the most-searched keywords on the internet is 'cats,' with videos receiving more views-per-video than any other pet category on YouTube.  When you pair that with their innate propensity to nuzzle up in fresh laundry, and the play on our brand name, Persil, this was a no brainer."

The Persil ProClean brand portfolio, consisting of Power-Liquid, Power-Pearls and Power-Caps, can be found at retailers nationwide.

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