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Walters stars in AMV's UK launch ads for Glist.
Henkel has signed the comedy actress Julie Walters to spearhead its entry into the UK's dishwashing detergents market.
The star has been drafted in to provide what the company calls a "human touch" to the launch TV campaign for Glist 3-in-1 dishwasher tablets.
Abbott Mead Vickers BBDO has produced the 2 million [pounds sterling] national initiative, which breaks on Monday and kicks off Henkel's attempt to become a major player in the 115 million [pounds sterling] UK market.
Reckitt-Benkiser's Finish dominates the sector with a 55 per cent share, while own-label accounts for 35 per cent. Henkel is aiming for a market share of between 8 per cent and 10 per cent in two years.
The use of Walters is intended to create familiarity and warmth for the new brand. In a 30-second and two ten-second films she is seen sharing her seal of approval with either Hotpoint or the Good Housekeeping Institute, portrayed by teams of white-coated or pinny-wearing experts.
The ads, which were written by Loz ...
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