- Laundry detergent brand Persil has teamed with designer Christian Siriano to host a 24-hour “Wardrobe Refresh Hotline” on TikTok Live, in keeping with a press release.
- The event will kick off June 26 at 6 p.m. ET from Persil’s TikTok account and run nonstop through 6 p.m. on June 27. Viewers can ask Siriano for cloth care suggestions, washing techniques and advice on restyle clothing items.
- The event may also include guest influencer and creator appearances. The latest move from Persil could help it connect with younger consumers like Gen Z and arrives on the heels of a brand refresh.
Persil recently launched its reformulated product under the guise of helping consumers maintain “That New Clothes Feeling” by focusing on doing greater than simply removing stains. Rather, the brand is focusing on demonstrating how its product can care for cloth and maintain colours, so consumers can get more wear out of their favorite fashions.
The partnership with designer Siriano is an outgrowth of that positioning, giving consumers a probability to attach with a widely known figure via a social platform known for its ability to interact audiences. Streaming live on Persil’s TikTok account, the Wardrobe Refresh Hotline will kick off June 26 and offer advice from Siriano on how viewers can style go-to items of their wardrobes in order that they can “wear, wash, repeat with confidence,” per release details.
Consumers can call 1-855-WARDROBE to ask questions between 6 p.m. to 2 a.m. ET on June 26 and again from 9 a.m. to six p.m. ET on June 27. The TikTok event may also include guest influencer and creator appearances, potentially helping Persil keep viewers engaged and form more authentic connections with a wider audience. More broadly, the move could help Persil connect with younger audiences which can be yet to have strong preferences for products like detergent.
The latest move from Persil follows its recently refreshed brand identity — a well-liked move amongst marketers this 12 months — that features a reimagined positioning that emphasizes the detergent brand’s fabric care advantages and formula. With the refresh, Persil also developed recent packaging and an updated product lineup focused on deep cleansing and fabric care that features its Original, Advanced Clean with Oxi+Odor Power, Intense Fresh and Activewear Clean products.
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