How Unilever detergent brand Persil measures sports sponsorship impact
The fabric detergent brand sponsors Arsenal and F1 Academy. Brand boss Giovanna Gomes explains how it tracks the impact of those deals beyond just exposure.
Unilever's detergent brand Persil is investing more in sports sponsorship, but measuring the effectiveness of these sponsorships is becoming a significant challenge for the brand's marketing team. With the brand participating in various sports, each with distinct fan bases and cultural influences, gauging the impact of these partnerships is becoming increasingly complex.
To address this issue, Unilever's internal marketing division, Dirt Is Good, recently ventured into motorsports by sponsoring F1 Academy, an all-female offshoot of Formula One. The detergent brand has also been an official fabric care partner of British soccer club Arsenal since 2023. Despite the recent kickoff of the F1 Academy season at the Dutch Grand Prix, where Persil's branded car livery will make its debut alongside a marketing campaign featuring Usain Bolt, the brand's primary goal is to boost consideration and purchase intent among suburban families.
According to Giovanna Bressane Gomes, Unilever's global VP and head of fabric cleaning, the campaign aims to associate Persil products with speed and high performance.
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