Unilever's Comfort and Persil gear up for royal baby mania

Unilever: runs royal baby activity
Unilever: runs royal baby activity

Unilever's commemorative royal baby packs of Comfort and Persil brands are ready to roll out, as soon as Buckingham Palace gives the word.

Comfort Pure and Persil Non-Bio Powder, which Unilever is touting as its mother and baby brands, will appear on shelves with a picture of a newborn baby sporting a gold crown.

The packs go on sale the day after the birth of William and Kate’s heir is confirmed.

The royal celebratory packs will feature gold foil decoration and writing, as well as a gold effect bottle cap.

The limited edition packs feed into Unilever’s overall £3.5m mother and baby campaign for Comfort Pure, supported by digital activity on the brand’s Facebook page. Unilever is also providing consumers with a 'Guide to raising your baby like a Royal’, available to read online.

Fernanda Tubini-Roberts, Comfort marketing manager, Unilever UK, said: "As specialists in creating laundry products suitable for babies, both Comfort Pure and Persil NonBio Powder are perfectly positioned to spearhead the royal celebrations for the category.

"They are both iconic British brands with a loyal following, and we anticipate that the birth of the royal heir will encourage both existing and new shoppers to engage in the celebrations and purchase the keepsake packs."

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free