Persil Wonder Wash

A smiling woman holding two Persil laundry detergent bottles while being photographed in front of a product shelf

3D concept visualization of a laundromat-themed event space featuring neon 'Fast Wash & Rave' signage

Close-up of a smartphone screen recording a woman holding a Persil bottle under blue event lighting

Performers on stage interacting with an enthusiastic crowd during a live music event under pink lighting

Persil's 15-minute wash gave us a reason to rave

Product launches

Overview

Persil challenged us to launch its new Wonder Wash™ range in a way that would make one simple claim impossible to ignore: a brilliant wash in just 15 minutes.

Our brief was to put Persil Wonder Wash™ at the heart of an engaging, content-worthy activation that would drive product trial, create authentic social moments and generate earned media, ultimately introducing the new range to new audiences while building excitement around the launch.

Solution

The Fast Wash 'n' Rave

To transform a functional product claim into an unforgettable brand experience, we created the Persil Wonder Wash Laundrette: a retro- inspired pop-up where laundry met nightlife.

Designed to bring the 15-minute wash cycle to life, guests loaded their clothes into Persil Wonder Wash™ machines before stepping into the Fast Wash 'n' Rave while they waited. As their laundry completed its cycle, they were immersed in a high-energy experience featuring giant bubbles, washing lines strung with colourful rave wear and an electrifying stage production.

At the heart of the space, DJs performed against a backdrop of fast-paced, bubble-filled visuals, turning the time it takes to complete a Wonder Wash™ into an unexpected celebration. By making the product itself the hero of the experience, we transformed a routine household task into a memorable, social-first activation that people wanted to capture, share and talk about.