Unilever and Tesco Deploy Immersive Retail Media for Persil Launch

The campaign features a category-first JCD special build and a comprehensive gondola end takeover across select Tesco locations. To build momentum, Unilever deployed a 'Coming Soon' digital strategy targeting online shoppers, followed by direct retargeting of existing Persil customers once the product hit the market. This integration aims to maintain brand presence across both virtual and physical environments.

According to Tesco Media, the collaboration demonstrates how retail media can scale product launches by combining creative execution with strategic targeting. The initiative prioritizes seamless channel integration, ensuring that the transition from awareness to purchase remains fluid for the consumer.