Henkel's Persil® ProClean® Joins The Big Leagues with Release of Super Bowl® Commercial

The Newest Player in the Fight Against Stains Gets Into the Game with a Major Announcement

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Jan 26, 2016, 10:15 ET

SCOTTSDALE, Ariz., Jan. 26, 2016 /PRNewswire/ -- There's a new player in the laundry league and Henkel is looking to score a touchdown in Super Bowl^® 50. Henkel North America announced today that its first premium laundry detergent brand, Persil^® ProClean^®, will unveil a new 2016 ad campaign with a highly-anticipated commercial during one of the most-watched and coveted television events in the U.S. The Persil ProClean spot will feature the brand's stain-fighting Super Hero, "The Professional," which will air in the game on CBS which starts at 6:30pm EST, February 7^th, 2016. In anticipation of the commercial debut on game day, Persil ProClean has released a prologue that can be viewed here.

Persil ProClean has only been available to U.S. consumers since early 2015, but the Persil brand has been globally renowned for over a century. First launched in Europe in 1907 and now sold in over 60 countries across 5 continents, Persil brings new global premium detergent technology to the U.S. Persil ProClean's exceptional stain-fighting, whitening, and freshness have translated into impressive repeat-purchase rates, showing that once consumers try it, they love it.

The investment in a Super Bowl ad within the first year of Persil ProClean being in market shows Henkel's commitment to the success of the brand. "Persil ProClean might be a new player in the U.S. Market, but Persil ProClean means business and is here to stay," says Andreas Hartleb, SVP & General Manager of the Laundry & Home Care business unit in the United States. "A Super Bowl commercial comes with a hefty price tag but there is no better time or audience than the Super Bowl and its 100 million+ viewers to build brand awareness. For those consumers who haven't yet heard about the brand – Persil is ready for its big debut!"

Initially launched exclusively with Walmart retailers stateside, the Persil ProClean portfolio - consisting of Power-Liquid^®, Power-Pearls^® and Power-Caps^® - has quickly gained momentum and has expanded its reach to national grocery, drugstore, and club store distribution spanning over 26,000 U.S. doors. Visit PersilProClean.com to find a retailer near you and join the conversation using #GameDayStains.

Find Persil ProClean at @PersilProClean on Facebook, Twitter, Instagram and YouTube.com.

Henkel in North America
Henkel markets a wide range of well-known consumer and industrial brands in North America, including Dial^® soaps, Renuzit^® air fresheners, Schwarzkopf^® hair products, Purex^® laundry detergents, Right Guard® antiperspirants, got2b^® hair-styling products, and Loctite^® adhesives. Visit www.henkelna.com for more information.

About Henkel
Henkel operates worldwide with leading brands and technologies in three business areas: Laundry & Home Care, Beauty Care and Adhesive Technologies. Founded in 1876, Henkel holds globally leading market positions both in the consumer and industrial businesses with well-known brands such as Persil, Schwarzkopf and Loctite. Henkel employs about 50,000 people and reported sales of $21.8 billion and adjusted operating profit of $3.4 billion in fiscal 2014. Henkel's preferred shares are listed in the German stock index DAX.

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SOURCE Henkel