Assunta Faiello, Persil brand manager, tells AT how the UK’s top laundry brand just keeps on cleaning up.

AT: What do you like most about the brand?
AF: Persil was the world’s first laundry detergent and after 100 years still remains the nation’s favourite washing powder, as it’s the number one selling laundry brand in the UK. The brand has always been at the forefront of innovation. It played a major role in abolishing ‘wash day’ at the turn of the century which radically changed women’s roles and their working week. It was the first laundry detergent to feature a man in its TV advertising. All the time it led technical invention to deliver the best cleaning results. As the tough stains of our days have changed, Persil has been delivering tough but gentle cleaning for 100 years. Overall, Persil has a strong brand heritage - it’s a fun, trustworthy brand, which is loved by its base of loyal consumers.

AT: How much do you know about the history of the brand?
AF: In the 1900s Professor Herman Giessler and Dr Herman Bauer from Stuttgart in Germany produced the world’s first soap powder with a bleaching agent. The innovative new product was named Persil after two of its key ingredients, perborate and silicate. Persil was launched in the UK by a company called Crosfields in 1909 as the ‘Amazing Oxygen Washer.’ Crosfields was bought by Lever Brothers in 1919. By 1919 sales were soaring as a result of advertising and the brand’s labour saving convenience and by the 1940s Persil was the leading washing powder in the country. Today Persil is still the UK’s favourite washing powder - nearly 30 per cent of the nation’s 17 million daily washes are done with Persil.

AT: How do you think Persil and the washing powder market will cope with the current economic climate?
AF: Recent talk in the media has focussed on consumers trading down – laundry is bucking the trend as shoppers buy into brands they know they can trust. The laundry category is currently in growth, by 2.9 per cent. Washing powder is a necessity and Persil’s brand heritage puts it in a strong position to perform well in the current climate as consumers are looking for brands they know and trust. Proof of this is our latest market share which is the strongest it has been in at least five years, at 26 per cent. Persil offers consumers more choice such as our concentrated format Small & Mighty. Small & Mighty is seeing significant growth and has attracted new shoppers into the category. Concentrates are in growth by 58.9 per cent, according to IRI. They offer convenience, environmental benefits and portability. Concentrated formats are also ideal for independent stores as they take up less space on shelf. Persil provides the best possible clean at the right price even in an economic downturn.

AT: What current activity do you have on the brand?
AF: Persil is currently supporting its 100th birthday with a massive media campaign worth £6m including TV, press, outdoor, online and in-store POS. We’re also running an on-pack promotion offering two for one entry into UK attractions, worth £30 to the consumer. It’s currently making our sales fly.

AT: Do you have an ultimate ambition for the brand?
AF: Yes, to continue to be the number one brand in the market, staying one step ahead of competition by understanding our consumers better and therefore having better innovations which will sustain the healthy growth of the laundry market. Being the brand that consumers trust the most is my number one goal.

AT: What makes you most excited about your job?
AF: My job is really varied. I could be attending an advertising shoot one day and the next have my head deep down in data understanding the market and figuring out where the opportunities are. I really enjoy meeting wholesalers and retailers and proving to them how committed we are at providing laundry products that will drive their sales and keep consumers coming back to them.

AT: Are independents part of the strategy?
AF: Absolutely, independents are an important part of our portfolio and we are growing stronger within the independent channel every year. We are working hard to support independents with strong tailored marketing and promotional activities. Independents will remain a focus and we will continue to work hard to drive strong growth.