Persil Research BA

Persil is a brand of detergent which boasts the title of being the worlds first commercailly available "self activating" brand of it's kind. It was introduced in 1907 by Henkel and Cie in Düsseldorf, Germany. Many of the Persil advertisements involve dirt of some kind, considering the slogan is something as unorthodox as: "Dirt is good"

Persil's slogan, and advertisements aer quite effective, because, it implies that no stain is too much for Persil. It states that it can take care of anything, not matter how big or small, thus metaphorically ruling out every other brand of detergent.

http://www.youtube.com/watch?v=YwfFXOXSRIE

"According to Nielsen figures, sales of Persil between September 1994 and August 1995 total 185.5m, a drop of 19.4 per cent on the previous year. Three years ago, Persil was the UK's number one grocery brand by value. But since the Persil Power fiasco it has slipped to fifth position, one place behind its main rival, Ariel."