Persil has launched a unique ‘Mall Activation Program’ where it is reaching out to consumers to educate and inform them on the benefits of using Persil Gel, its latest and most innovative liquid detergent experience. As part of the program, Persil Gel is setting up kiosks in various malls across the GCC, including Saudi Arabia, the UAE and Kuwait to offer information about Persil Gel and encourage product sampling.

Apart from introducing Persil Gel, the company also aims to educate consumers on  the functional benefits of the product and its unique laundry experience compared to powdered detergents. During the activation program, Persil Gel will distribute educational leaflets about Persil Gel through a team of promoters to build buzz and excitement on the product. Also, those consumers who hand over powdered detergents with the size of 1kg or more will get free Persil Gel samples of the equivalent weight as an introductory gesture.

Announcing the unique Mall Activation Program, Memosh Khawaja, the general manager of Henkel Arabia, said: “Consumers might be hesitant  to try our newly launched liquid detergent Persil Gel, as it simply means changing the old habit that they are used to. Since we are confident with what this brand offers, we are asking consumers to bring their powdered detergent pack, and we will swap it for Persil Gel with the same weight at no cost. We are confident, that once they try it and see how good and convenient it is, they will they would automatically switch to the liquid detergent Persil Gel, which is the new generation of washing.”

He added: “Through this, we wish to inform our consumers on the modern laundry experience with Persil Gel versus cleaning with powdered detergents. Persil Gel gives perfect cleanliness,  leaves clothes without residues,does not damage or harm fabric and also gives a long lasting fragrance.”

The initiative, devised in a very  interactive way, is expected to create a buzz about Persil Gel and generate a word-of-mouth, creating awareness about this innovative product and its benefits. The sampling of Persil Gel will not only inform and educate customers but also record their reactions on the new laundry experience.