• by Steve McClellan  @mp_mcclellan, January 26, 2016

Henkel North America launched its first premium laundry detergent brand-- Persil ProClean—in the U.S. last year and now it’s kicking off its 2016 ad campaign for the product with a spot in the Super Bowl on Feb. 7.

The Persil ProClean in-game spot will feature the brand’s stain-fighting Super Hero, “The Professional.” A teaser for the spot can be viewed here. 

While new to the U.S. the Persil brand has been around for over a century. First launched in Europe in 1907 it is now sold in over 60 countries across 5 continents.

“Persil ProClean might be a new player in the U.S. market, but Persil ProClean means business and is here to stay,” says Andreas Hartleb, SVP and General Manager of the Laundry & Home Care business unit in the United States. “A Super Bowl commercial comes with a hefty price tag but there is no better time or audience than the Super Bowl and its 100 million-plus viewers to build brand awareness.”

Initially launched with Walmart in the U.S., the Persil ProClean portfolio—which includes Power-Liquid, Power-Pearls and Power-Caps--has expanded its reach to national grocery, drugstore, and club store distribution spanning over 26,000 U.S. locations.