ICONIC DEEP CLEAN
For decades, the laundry category has been stuck in the same dramatic stains, CGI zooms into fibres, and before‑and‑after demos with people holding a perfectly clean garment up to the light.
We decided NOT TO DO THIS ANYMORE.
So here’s our new take on clean:
Persil’s new global brand platform shifts the focus away from laundry clichés and onto the confidence of wearing fresh, clean clothes.
“Enough with before-and-after laundry ads.”
— HORIZONT
FROM :
TO :
"A more modern take on clean."
— Campaign Germany
LOOK & FEEL
ICONIC is all about impactful, minimalist visuals, emotional authenticity, and bold character presence.
NOW IT’S ALL ABOUT THE FEELING.
We don't just clean clothes, we add self-confidence to people’s life, helping them feel more empowered, fresh, and ready for whatever life brings.