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Henkel Redefines Complete Cleanliness with the New Campaign for Pril...

April 2, 2005 -- With the new commercial, the company is confident that the brand will straddle greater heights and move to the next level. Henkel is extending this strong consumer benefit of odour neutralization to the other elements of the marketing mix. The communication is being reinforced to the consumer by live in-shop demos, direct contact with consumers, print and radio activity.



Mr. A. Satishkumar, Managing Director, Henkel Marketing India Limited said, "Pril is the only bar with two innovative and important ingredients - Lime + Vinegar. The communication is based on the benefit that while lime does the basic degreasing and cleaning, Vinegar removes the residual odour. Therefore, Pril redefines cleanliness as not just looking clean but also smelling good. With this new ad campaign we are looking at translating our success in the liquid dishwashing category on to the bar segment also".



Pril, a quality product from Henkel is known for its innovations and creating news continuously, in a relatively low involvement product category. Pril Bar is now available in two variants - Lime + Vinegar and in Tamarind + Vinegar, the ingredient Tamarind because of its association with cleaning in the South, would also be a first in this category.

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