Henkel Cleaning Brand Persil ProClean Ad To Debut During Super Bowl 50

Only available to US consumers since 2015, the laundry detergent has released a 15-second spot teasing its upcoming Super Bowl ad.

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Persil Proclean
Another consumer brand has joined the lineup of Super Bowl 50 advertisers.

Henkel, the parent company of brands like Dial soap, Renuzit air freshner and Right Guard antiperspirants, announced today that it would be using the Super Bowl to launch its 2016 ad campaign for Persil ProClean laundry detergent.

“A Super Bowl commercial comes with a hefty price tag, but there is no better time or audience than the Super Bowl and its 100 million+ viewers to build brand awareness,” says the brand’s SVP and general manager, Andreas Hartleb, in a statement announcing the campaign. “For those consumers who haven’t yet heard about the brand — Persil is ready for its big debut.”

Persil ProClean has been available in the US for less than year, but the brand has been around since 1907, when it launched in Europe. According to Henkel, its investment in a Super Bowl spot for the laundry detergent shows its dedication to making the brand a success.

“Persil ProClean might be a new player in the US market, but Persil ProClean means business and is here to stay,” says Hartleb.

Along with the announcement, Henkel released a 15-second “Persil Big Game Commercial Prologue” introducing its stain-fighting Super Hero, “The Professional,” and encouraged viewers to “join the conversation” using the hashtag #GameDayStains.

In addition to Persil ProClean’s announcement, Snickers, SunTrust Bank and Butterfingers all released Super Bowl 50 teaser ads today.

You can keep track of this year’s Super Bowl advertisers and see the latest campaign updates at Super Bowl 50 Advertisers: These Brands Are Ready To Play The Commercial Game.

Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.

About the author

Amy Gesenhues
Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.

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