Attractive retro labels celebrate Persil`s anniversary

Henkel marks the 110th anniversary of their ‘self-activated’ laundry detergent in Germany with several marketing activities. With POS being one of the most important touchpoints, a limited edition anniversary packaging has been created to celebrate the anniversary.

Well-known Persil motif The White Lady was to be printed on all the anniversary packs. She would feature in classic format alongside a contemporary version, all in keeping with the strapline ‘pure to the future’ (Rein in die Zukunft). To avoid creating completely new packaging, Henkel decided to differentiate the anniversary pack sizes using promotion-specific self-adhesive labels produced by STI Group.

In addition to the offset technology used for printing, the label design also required flexo varnish to enhance resistance, and hot foil stamping to enhance its visual appeal. The foil highlighted the dominant ‘110 years’ logo and its floral surround. ‘A further challenge was to successfully combine the use of Persil's two brand colors, Henkel Red and Henkel Blue’, György Kolozsvári, Sales Director at STI Petöfi Nyomda stated.

On shelf, the limited edition packaging really stood out from the competition and successfully helped Henkel communicate its many years of experience.

Successful product anniversary

In 1907, Henkel researchers revolutionized the chore of doing the laundry. The detergent that they devised allowed the oxygen created while washing the laundry in hot water – using a combination of sodium perborate and sodium silicate – to be dispersed in the form of tiny bubbles. The name Persil was derived from the names of these two main agents.