Persil Sneaker Clean

How can a traditional household brand gain relevance amongst the urban millennial audience?

FROM MVP TO MATURE STREET STYLE SERVICE

Persil Sneaker Clean

A sneaker cleaning service on its journey from brand, service and marketing MVP to successful product as a Henkel business unit.

Colour world

The minimal design contrasts a clean white palette with elements of bright red to create a visually compelling story of fresh and reinvigorated sneakers.

Methods and Services

Experience Identity
Identity Strategy
Website
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MVP to service website

The website was iterated from first MVP to test the market readiness of the digital brand all the way through to fully operating service client dashboard.

SOCIALS

Cross-channel Campaign

Social media content (creation) is central to reach a millennial target audience via TikTok, Insta, YouTube and Snapchat. A series of sneaker related videos together with a hip hop soundtrack was created and published. Long form articles were created and posted on blogs and media to gather further inbound traffic.

ACTIVATION

New target audience

The new service merges the trust and positive image of the Persil parent brand with an evolved, modern and urban branding for the younger generation.

MERCH

Street style

Influencers and loyal customers were equipped with branded merch to help spread the word.

PACKAGING

PRODUCT

PRODUCT RANGE

Developed a concept for a cleaning product range to establish the brand in high street sneaker stores in order to create higher visibility and further advance Persil Sneaker Cleans footprint with the sneaker market.

RESULTS

Opened up a new market segment that reaches a younger target audience within the wider Persil ecosystem through strategy, design, products and communication. Drafted, tested, rolled out and scaled digital service from idea to Henkel business unit.

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