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Unilever pushes Persil product line via new Captcha ad format

Unilever-owned brand Persil is promoting the launch of its Dual Action Capsule via a new branded online security feature, which replaces the distorted words used by Captcha for making online purchases.

Using gesture-based interactions, PlayCaptcha prompts consumers to build the Persil Dual Action Capsule to complete website security.

Consumers need to drag the capsule’s stain removing ‘microgranules’ element into the hollow centre of the capsule. If done successfully, the capsule then moves over a stained t-shirt to reveal a clean white version.

Developed by UK-based technology firm, Future Ad Labs, PlayCaptcha aims to remedy the "ubiquitous online user experience of Captchas" to provide a more memorable experience for brands.

Rosalind Brown, marketing manager for laundry at Unilever UK, said: “Unilever UK is always looking for new ways to engage consumers through interesting and innovative formats. We are delighted to introduce the Persil Dual Action Capsule in a ‘PlayCaptcha’. We consider it to be a breakthrough in advertising as it is a fun and innovative way for us to effectively communicate with our target audience, building brand sentiment and engagement.”

According to research by OnDevice, 74 per cent of consumers recalled the brand in the PlayCaptcha after completing the interaction.