Persil laundry detergent launches in Canada

Loblaw, Costco, Valu-mart, Metro, Sobeys and Longo’s are major retailers carrying its products

The laundry industry in Canada has a new player, as Persil ProClean, a detergent offered in Europe for over 100 years, has landed here.

Henkel, the German-based company that makes and distributes Persil worldwide, launched four stain-fighting Persil ProClean Power-Liquid detergents into Canada earlier this month.

The line includes Original, Intense Fresh, Coldwater, 2-in-1 as well as Persil ProClean Power Pearls. The liquid formulas are available in 1.18L ($6.99), 2.21L ($12.99) and 4.43L ($19.99) while Persil ProClean Power Pearls detergent is available in 1.26kg bottle ($12.99).

Peter Guenther, president of Henkel Canada, said the Canadian laundry market has only a couple of quality brands and that customers could use more options. “The market now is a good fit for another premium brand.”

Before launching in North America, the company identified differences between the detergent market in Europe and North America. One such divergence is the detergent itself: a majority of Europeans use powder whereas, in North American, liquid detergent dominates. Thus, Henkel offers powder detergent capsules in Canada as well as liquid options.

The company launched their Persil in Mexico five years ago, and in the U.S. last year at Walmart. Persil ProClean Power Liquid 2-in-1 became Consumer Report’s top-rated detergent, surpassing Tide Plus Ultra Stain Release, which formally dominated ratings.

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Guenther added that in Europe, everyone knows Persil, but Canadians are unfamiliar. A major advertising push, through TV, print, and social media, is underway here now.

The campaign includes a Persil ProClean challenge that offers a money back if customers are not satisfied, and commercials featuring a fictional character known as The Professional, a well-groomed man in a pristine white coat dedicated to high standards of cleanliness.

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Persil will be available in major retail across Canada, including Loblaw, Costco, Valu-mart, Metro, Sobeys and Longo’s.

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