The campaign uses television and outdoor activity to inform consumers that buying packs of Persil will mean an automatic donation is made to Comic Relief.
The TV work features an animated character called Keith who picks up and plays with the dot on the "i" in Persil. In each of a series of three executions, the dot ends up as Keith's nose. He then removes it and places it as the "o" in the Comic Relief logo.
Media planning and buying is by Initiative Media, with the campaign breaking this week in Coronation Street. The media schedule also targets programmes including Friends, Frasier and Footballers' Wives.
Supporting six-sheet and 48-sheet poster activity will appear in the UK and Ireland, and will run until Red Nose Day on 14 March.
The relationship between Persil and Comic Relief will also be supported by in-store promotion and through PR and direct marketing. Featured packs include the Bio, Non Bio, Colour and Aloe Vera variants.
This is the third year Persil has supported Comic Relief with donations to charity of 2p to 8p per pack. This year, it is hoping to raise a minimum of £400,000 for the charity.
The TV campaign was created by Andrew Singleton and Jono Wardle, Anthony Smith created the press activity.
"By running this promotion, Persil is offering its loyal consumers the chance to raise money for the charity even while doing their weekly shop," Nicki Maclean, an account director at JWT, said.
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