Baby Conspiracy – Persil

Persil is perceived nowadays by young targets as a traditional and old-fashioned brand. Therefore, Henkel asked us not only to create a 360º campaign, but also to start a conversation and engage with them. Within our target audience, we found a group with a lot of potential: first time parents. Overnight, they face tons of dirty laundry and ultimately decide to switch to a more premium detergent. But, they are not aware that the little ones are planning something big and dirty.