Preserving Pride

Persil Black and Persil White are unique to the GCC region and were created specifically to help keep kanduras and abayas looking clean and new. The local population in these countries wear their national dress on a regular basis. DDB Dubai saw an opportunity to appeal to that national pride. Inspired by the unique size and shape of Persil bottles, they designed custom silk-screen printed sleeves depicting the Emirati people. The sleeves also served as laundry bags. But when placed over the bottles they took on a life of their own. The entire batch of 10,000 bottles sold out in just four days.