Persil plans 24-hour ‘Wardrobe Refresh Hotline’ on TikTok Live

Dive Brief:  

• Laundry detergent brand Persil has teamed with fashion designer Christian Siriano to host a 24-hour “Wardrobe Refresh Hotline” on TikTok Live, according to a press release. 
• The event kicked off on June 26 at 6 p.m. ET from Persil’s TikTok account and will run nonstop through 6 p.m. on June 27. Viewers can ask Siriano for fabric care tips, washing techniques and advice on how to restyle clothing items. 
• The event will 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.  

Dive Insight: 

Persil recently launched its reformulated product under the guise of helping consumers maintain “That New Clothes Feeling” by focusing on doing more than simply removing stains. Rather, the brand is focusing on demonstrating how its product can care for fabric and maintain colors, so consumers can get more wear out of their favorite fashions.

The partnership with fashion designer Siriano is an outgrowth of that positioning, giving consumers a chance to connect with a well-known figure via a social platform known for its ability to engage 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 in their wardrobes so 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 6 p.m. ET on June 27. The TikTok event will 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 that are yet to have strong preferences for products like detergent.

The latest move from Persil follows its recently refreshed brand identity — a popular move among marketers this year — that includes a reimagined positioning that emphasizes the detergent brand’s fabric care benefits and formula. With the refresh, Persil also developed new packaging and an updated product lineup focused on deep cleaning and fabric care that includes its Original, Advanced Clean with Oxi+Odor Power, Intense Fresh and Activewear Clean products.