Small pack, mighty profits
Unilever UK is investing a massive £15m in a major initiative to drive re-appraisal of the entire laundry category.
Unilever will be the first manufacturer in the UK to launch a ground breaking new 2x concentrated liquid detergent. Branded ‘Small & Mighty’, the new concentrated format will launch across both Persil and Surf simultaneously – two of the category’s most popular brands. This is the most innovative launch since capsules and the best ever Persil & Surf liquid detergents from Unilever.
Zoe Hayward, Persil Brand Manager says; “Unilever intends to continue driving the laundry market through consumer led innovation. Small & Mighty is an excellent example of how we can bring direct benefits to the consumer and significant benefits to the retailer.”
Zoe continued, “We expect consumers to eagerly trade up from their current ‘dilute’ liquid. The new Small & Mighty concentrate is significantly smaller than current liquid offerings, so they are easier to carry, take up less storage space in the home and can handle 20 washes whilst offering brilliant cleaning and fragrances, meaning greater consumer satisfaction”.
Small & Mighty will bring fantastic in-store savings to retailers. The bottle is half the size of current liquids which will mean an estimated 50% reduction in time to replenish the shelf, 50% reduction in out-of-stocks and 50% increase in revenue per square metre of shelf.
Small & Mighty also means greater supply chain efficiencies as it allows for 156% more sku’s per pallet. This will result in 60% reduction in the number of pallets used and 60% reduction in cases transported.
There are significant environmental savings with Small & Mighty vs the current liquid dilutes, including over 40% reduction in packaging and 60% reduction in water usage.
The ‘Small & Mighty’ branding appears on the Persil and Surf packs to communicate the fantastic cleaning power of the products. They may look small but just one 35ml cap is powerful enough to clean an entire wash load vs the 75ml dosing of the current 1.5ltr dilute product. The packs each communicate the individual brand personalities with vibrant colours and sleek, sexy packaging, encouraging strong stand-out on shelf and consumer appeal.
Persil ‘Small & Mighty’ is the next generation of liquid detergent. It is a unique 2x concentrated liquid detergent packed with pre-treating agents that bursts into action on contact with water for a really deep clean.
Surf ‘Small & Mighty’ shows that gorgeous things come in small packages. It is a brand new concentrated liquid detergent crammed full of fantastic fragrances. Each tiny cap releases the concentrated cleaning power you need for an everyday wash, with a lingering fragrance that infuses your clothes and lifts your senses.
The massive £15 million investment will include TV, press and poster advertising, an online campaign and a major sampling campaign to drive trial and awareness.
Persil Small & Mighty is available in five variants: Biological, Non Bio, Colour, Aloe Vera and With freshness of Comfort. All are priced RRP £3.69, 8 per case.
Surf Small & Mighty is available in two variants: Surf Sunshine & Surf Tropical, priced RRP £2.89, 8 per case.
For further information please contact:
Edel Ward / Janie Cowan at Clarion Communications
T. 020 7343 3113 / 3115
E. eward@clarioncomms.co.uk / jcowan@clarioncomms.co.uk
