Unilever has announced a new partnership between its laundry powder ‘Dirt Is Good’ brands and leading consumer and domestic appliance company Samsung UK.
The collaboration will be shown through marketing channels including retail, product placement, CRM and will include exclusive benefits, competitions and offers to customers both in-store and online.
Moreover, Samsung and Unilever will look to combine future learnings and insights for an end-to-end view of new ‘laundry lifestyle’ and feed into research and development teams to help harness the rapid evolution of technology in both sectors.
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It coincides with data revealing that 80% of consumers are now taking advantage of the short wash cycle now provided by most machines, with the drive behind Persil’s Wonder Wash tapping into this insight.
The pair will also look to leverage AI data to help drive further concepts for future brand offerings.
It comes after Persil’s Wonder Wash signed up Usain Bolt for a multi-million pound spot.
“This partnership will see us harnessing the power of both brands to co-create the future of laundry. In addition to combining joint laundry insights and expertise, the collaboration will involve new innovation and cross-channel activations to engage consumers in what is often viewed as a household chore,” said Dirt Is Good SVP Tati Lindenberg.
“We know laundry isn’t always a topic that gets people talking, so this partnership creates new opportunities for us to speak directly to savvy shoppers who are looking for a way to do their laundry in a smarter way.”
Samsung UK and Ireland vice president of digital appliance Dan Barfield said: “As two leading brands in our respective categories the partnership is a natural fit. Machines, cleaning and fabric care are all part of the same conversation when it comes to laundry.”
He added: “Working with Unilever’s laundry brands, we aim to lead the way in mapping and creating the most advanced, sustainable and intelligent laundry offering yet.”
