- Unilever laundry brands, Dirt is Good (Persil), and Comfort have teamed up with Samsung to explore if AI can do the laundry.
- The exclusive partnership will be run cross-channel including retail, product placement, social media, CRM, and competitions.
- The effort will launch in the UK and Ireland first and will then be rolled out across further European markets in the coming months. Consumers that purchase a Samsung 11kg EcoBubble washing machine can claim up to six months of free Persil detergent through January 2025.
“I want AI to do my dishes and my laundry so that I can create” has been a sentiment shared on social media in recent months. Unilever and Samsung are jumping on that desire with this new partnership.
AI Wash in Samsung washing machines is designed to sense the weight of the fabric and the level of stains, then adjust the water, detergent, as well as soaking and rinse times to accommodate the calculated need. This AI Energy Mode can reduce energy use by up to 70%, according to the company. Dirt is Good and Comfort are all about getting out stains quickly and efficiently. Together, the two companies will collaborate to illustrate how innovation – both in machine and laundry products – can help improve efficiency in mundane tasks so that consumers have more time, use less energy and spend less overall.
By partnering around a shared consumer behavior, the brands have an opportunity to reach each other’s audiences and grow their businesses in these markets.
“This partnership will see us harnessing the power of both brands to co-create the future of laundry. In addition to combining joint laundry insights and expertise, the collaboration will involve new innovation and cross-channel activations to engage consumers in what is often viewed as a household chore,” said Tati Lindenberg, SVP of Marketing at Dirt Is Good, in a statement shared with Brand Innovators. “We know laundry isn’t always a topic that gets people talking, so this partnership creates new opportunities for us to speak directly to savvy shoppers who are looking for a way to do their laundry in a smarter way.”
