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Persil highlights Comic Relief support.(Brief Article)
J. Walter Thompson has created a campaign for Persil to mark its continued support of Comic Relief.
The campaign uses television and outdoor activity to inform consumers that buying packs of Persil will mean an automatic donation is made to Comic Relief.
The TV work features an animated character called Keith who picks up and plays with the dot on the 'i' in Persil. In each of a series of three executions, the dot ends up as Keith's nose. He then removes it and places it as the 'o' in the Comic Relief logo.
Media planning and buying is by Initiative Media, with the campaign breaking this week in Coronation Street. The media schedule also targets programmes including Friends, Frasier and Footballers' Wives.
Supporting six-sheet and 48-sheet poster activity will appear in the UK and ...
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