26th of January 2010, Persil Eco Power case at the Rotterdam Erasmus

University

Stijn de Beer, marketing director at Henkel gave a

university guest lecture at the Erasmus University in
Rotterdam, the Netherlands together with David Duclos
from CoolBrands.

Focusing on the subject of sustainability, Stijn shared a

marketing case about a new 100% ecological detergent
which will be launch in February 2010 by Henkel: Persil Eco
Power with the International Marketing and Research
students.

After a short presentation from David Duclos about horizontal communication and
the importance of storytelling for brands, the focal point of the lecture was on the
challenges faced by Henkel in producing and bringing out such a product
successfully in the Benelux.

Facing stiff competition and an increasingly critical consumer base, Stijn

explained the importance of the research and innovations behind the new product
that led to it being of 100% vegetal origin, and therefore 100% biodegradable, a
true innovation in the field of detergents.

The students were later invited to comment on the approach taken by Henkel,
providing relevant feedback as to how they perceived the product and their
approach to sustainability.