Last but not least: 100 years of white linen

Exactly 100 years ago, Henkel launched Persil, one of the first branded articles. In the decades that followed, Henkel continued to surprise with unconventional advertising ideas. They made Persil one of the best-known brands. In 1907, Henkel launched Persil, the first self-acting detergent on the market. It radically simplified what had previously been extremely laborious housework. However, it was not only the product that was new, but also its communication. This began with the packaging: while other detergents could only be bought open, Persil was available packaged in a box - with the unmistakable trademark. Even in the early days, Henkel relied not only on traditional advertising, but also on creative promotions. In 1908, for example, the company had men dressed in white stroll through Berlin with Persil parasols. In 1924, Henkel presented its first silent film, followed three years later by the first radio commercial. In the 1950s, the first German television commercial was a Persil advertisement.
But the brand also caused a sensation in classic poster and advertisement advertising - with a Persil advertising figure that is still considered an icon today: the White Lady. She was designed in 1922 by the Berlin artist Kurt Heiligenstaedt, a well-known caricaturist at the time. However, she was by no means a fantasy figure, but rather the artist's 18-year-old girlfriend. The White Lady advertised the product on posters and enamel signs until the 1960s, later with changing types of women and fashion trends. The Persil man, who appeared in TV commercials from 1975 onwards, is also legendary. He provided information about yield, washing power and gentle care in a sober news style. The associated slogan is still familiar to many today: "Persil - you know what you've got." The successful brand management earned Persil numerous awards - such as "Most Trusted Brand" from Reader's Digest.