Brief Description: Persil detergent needed to rebuild trust (the brand had suffered some damage when Persil Power had to be withdrawn in 1995). The launch of Persil Tablets was an opportunity for innovation. The objective was to regain dominant market position and market share as well as improve the parent brand image. A multi-media campaign using TV, DM, promotions led to sales reaching 8%. Penetration grew to 63% despite price premium. Positive impact on the Persil image. Generated very positive PR---(TAGS)---Full Title: Persil - How a dose of honesty put Persil back on top ; Number: 2000/50 ; Brand: Persil ; Client: Lever Europe ; Product Category: Household (Detergents - laundry) ; Agency: J Walter Thompson ; Author: Alison Turner ; Prize Winners: 1 Star (Adworks ref: Advertising Works 11)