Persil stars in schools’ initiative

Creative Marketing Partnership’s design work for Get Creative, a schools-focused cause-related marketing campaign from washing powder brand Persil, goes on shelf at the start of next month.

The Get Creative scheme will make £7m worth of art and craft materials available to nursery and primary schools. Persil brand-owner Lever Fabergé is committed to the scheme for a minimum of two years and hopes the campaign will enjoy similar success to Tesco’s computers for schools initiative.

The consultancy has designed the logo for the campaign and the on-pack messaging, as well as all promotional items, including mailers to schools and the product catalogue.

The scheme encourages parents and teachers to collect on-pack tokens – known as Persil Stars – which can be redeemed against arts and crafts materials, with the aim of promoting creativity among ‘early learning’ school children, says Creative Partnership Marketing account director Nicola Graham.

Around 7500 schools across the country have so far signed up to the scheme, she says.

While a photographic style has been used for the catalogue and communicating with teachers, the design of the logo and packaging adopts the illustrative approach that the Persil brand employs in its general above-the-line marketing, says Graham.

Creative Partnership Marketing worked with illustrator Sophie Blackall in meeting this aspect of the brief. It pitched for the project in May against several unnamed groups.

Meanwhile, a Get Creative website, designed by Zentropy Partners, goes live within the next two weeks.

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