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For the launch of the new Persil Power Bars, which are packaged almost plastic-free, Henkel is cooperating with a pair of artists. Together with the Persil brand, the #ZeroWasteArt artists have created a sculpture from detergent bottles.
The background to the collaboration is to show how valuable plastic is as a resource and how a new generation of detergents can contribute to reducing plastic. The artists Christine Kind and Thomas Hugo want to draw attention to daily consumer behaviour and are concerned with the question of how disposable products and packaging can be avoided and reduced. Plastic in their art is intended to raise awareness of how to deal with this valuable raw material.
Persil Power Bars packaged almost plastic-free
According to Henkel, Persil's new detergent shows how a rethink in product development can lead to virtually plastic-free packaging: „Persil Power Bars only require a dosage of around 30 grams per wash load. As a very compact, firmly pressed product, it can be packaged in an enormously resource-saving and paper-based way,“ explains Dannielle Borger, Global Head of Packaging Sustainability. „Compared to liquid Persil, it saves 97 per cent plastic and the packaging can simply be recycled in waste paper,“ Borger continues.
Making plastic savings visible with art
The artist couple Kind and Hugo wanted to visualise this plastic saving in the packaging of Persil Power Bars: The result is a work of art consisting exclusively of empty Persil detergent bottles. „Weiter denken“ is powerful, peculiar, somehow strange and yet familiar. It is a creature that stands - or in this case sits - as a representative of every human being: „The figure is larger than life - making it significant and special. Just like the message behind it,“ say Christine Kind and Thomas Hugo, explaining their sculpture.
„The ensemble, consisting of a figure and seating, gives people the opportunity to join in and be inspired. And to enter into a dialogue - also with yourself,“ say the artist couple. „With ‚Weiter denken‘, we want to create an impulse to reflect on our own consumer behaviour.“ The material was deliberately only slightly processed, as the artwork is intended to be recycled again after the exhibition period.
Consumers were able to exchange directly
Under the motto „We'll swap your empty detergent bottle for the new Persil Power Bars“, consumers were able to hand in their empty detergent bottle after the art presentation on Friday (2 September) at the Medienhafen in Düsseldorf and receive the new Power Bars to test. .
Sustainability at Henkel
The project goes hand in hand with Henkel's sustainable packaging strategy, which the company is driving forward with ambitious targets. By 2025, 100 per cent of packaging is to be recyclable or reusable. In addition, the amount of new plastics from fossil sources in the consumer goods packaging of Handle can be reduced by 50 per cent by increasing the proportion of recyclate to over 30 per cent and reducing the volume of plastics overall.
Source: Henkel
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