Unilever has partnered with former Olympic sprinter Usain Bolt for its ‘Fast Just Got Better’ campaign in support of Persil Wonder Wash detergent.

The campaign is led by a TV advert where Bolt shares his ‘fast’ lifestyle, including using the eponymous detergent.

The supplier says it is breaking from convention by not focusing on dirty clothes, instead adopting a lifestyle-led approach which it claims will connect with a wider customer demographic.

Unilever launches Persil Wonder Wash range for short laundry cycles

Nadine Slyper, marketing director at Unilever, said: “The creative for Persil Wonder Wash is significantly different from a typical laundry advert and reflects our new brand communications which champion the value of sport to unleash human potential.”

Persil also plans to partner with online content creators for the popular social-media hashtag #CleanTok to showcase the performance of Wonder Wash.

It also is working with retailers on front-of-store activations, aisle takeovers and PoS.

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