March 30, 2026
Henkel kicked off the new year at Coop with a strong presence at the point of sale: During calendar weeks 2 and 3, a nationwide brand festival was held, highlighting the laundry detergent expertise of the Persil and Perwoll brands. The full-service marketing agency USP Partner AG was responsible for the conceptual and operational aspects of the project.
Early on, USP provided conceptual support to its customer Henkel in addressing the challenge of how to make the brand festival in Coop stores more emotional, visible, and relevant. In addition to the overarching campaign communication, additional POS activations were developed for selected top stores.
With creative visibility solutions and POSM, USP ensured high-impact campaign communication and, through promotions, the right in-store activation at Coop: Using a playful approach, the target audience was shown what to look out for when doing laundry and what to consider when choosing the right detergent - in addition to in-store personal consultations, this laundry knowledge was also conveyed via a specially created landing page, where users could then test their newly acquired knowledge in a digital quiz and, with a little luck, win a year’s supply of Persil and Perwoll.