At H5, we’re all about connecting the dots and helping brands meet consumers where they are. Or in one case, where they move.
As more consumers lead active, performance-driven lifestyles, Persil® Laundry Detergent identified a key opportunity to connect with fitness-minded audiences through its new Activewear Clean variant - a detergent designed specifically for activewear. With advanced odor-removal and fabric-preserving ingredients, the formula is tailor-made for those who value freshness and endurance, from the gym to the finish line.
To bring this insight to life, H5 executed a targeted experiential sampling program that brought Persil directly to fitness enthusiasts, allowing consumers to experience the product benefits through dynamic, high-touch engagements.
Spinning Up Excitement in Brooklyn & Chicago
The campaign kicked off in April at the NYCRuns Brooklyn Half Marathon Expo and carried over to the Chicago Marathon Abbott Health & Fitness Expo in October. At both events, runners and their families were invited to visit the Persil booth to learn about the Activewear Clean formula and received complimentary detergent samples and $3-off coupons to encourage at-home trial. Guests could also test their luck at the brand’s popular Spin-to-Win wheel, where they scored branded prizes and high-value free product coupons – adding an extra layer of fun and energy to the experience.
Across both cities, Agency H5 facilitated the distribution of more than 40,000 product samples, 30,000+ coupons, and thousands of branded drawstring bags and handy laundry decoder magnets, keeping Persil top of mind for post-race laundry days.
Turning Trial into Brand Love
By merging strategic placement, engaging design and memorable consumer touchpoints, we helped Persil turn everyday sampling into a meaningful brand experience. These activations not only expanded awareness of Activewear Clean but also fostered emotional connection and loyalty through authentic, person-to-person interaction and future purchase consideration.