PG tips and Persil are launching a range of limited edition packs (LEPs) this month with the aim of raising £1m in aid of Red Nose Day. Unilever will donate 8p from every promotional pack produced before March 2015. The activity will be supported by above-the-line campaigns for each brand, including digital and TV advertising, set to break in February.
Available exclusively across the Small & Mighty range of liquids, the Persil LEPs will feature a red Stain Eraser Ball, mimicking the iconic Red Nose.
The PG tips LEPs will feature the brand’s Monkey wearing Comic Relief’s Red Nose against the back drop of the London skyline, along with a prominent Red Nose Day logo.
Packs of Persil Small & Mighty detergent and PG tips tea will also carry key campaign cues including a ‘Help us raise £1 million for Red Nose Day’ flash, to encourage greater shopper engagement on shelf.
Kate Hearn, brand manager for PG tips at Unilever UK, comments: “As one of the UK’s leading FMCG suppliers, we’re delighted to be launching a range of limited edition packs this year across both the tea and laundry categories. We’re confident the packs will not only help raise much needed funds for Comic Relief, but also help drive retailer sales through increased consumer engagement, with both the Persil and PG tips packs specifically designed to create additional theatre in store.
“We’re encouraging all retailers to stock up sooner rather than later as we anticipate that these promotional packs will sell fast. Comic Relief is a fantastic charity and we’re proud to be a partner with them.”