London, United Kingdom – July 22, 2024 – Unilever announces a new and exclusive partnership between laundry power brands, Dirt Is Good (Persil) and Comfort, and leading consumer technology and domestic appliance company, Samsung UK. The collaboration will combine the chemistry of powerful cleaning and fabric care from Unilever with the technology and cutting-edge AI capabilities of Samsung Bespoke AI washing machines.

An evolution in work and lifestyle habits is causing a seismic shift in how we think about and do laundry.  Consumers are looking for more efficiency and personalised care in their laundry routine to save time, energy and cost, along with extending the life of their clothes.

As a result, Samsung and Unilever will look to combine future learnings and insights for a fully end-to-end view of the new ‘laundry lifestyle’.  The brands will explore how to deliver a fully connected laundry experience combining technology from both sectors and how AI and smart technologies could make laundry more convenient, simpler and tailored to reflect modern-day living and laundry needs.

Innovation, testing and development will be supported by the best of Samsung’s award-winning^[1] washing machines – modelling new appliance technology with the performance of Persil and Comfort to deliver an unrivalled consumer experience.

Eduardo Campanella, Business Group President, Unilever Home Care said: “Up until now, washing machines and laundry products have developed in isolation but this partnership with Samsung will see us co-create the future of laundry with more speed and agility than ever before.  We’ll be able to combine changing consumer laundry behaviours with in-home technology trends creating a smarter approach to laundry that suits today’s busy lifestyles.”

Dan Barfield, Director – Head of Digital Appliances Division, Samsung UK & Ireland, said: “As two leading brands in our respective categories the partnership is a natural fit. Machines, cleaning and fabric care are all part of the same conversation when it comes to laundry. Working with Unilever’s laundry brands, we aim to lead the way in mapping and creating the most advanced and intelligent laundry offering yet.”

Not only are consumers’ requirements of laundry changing with data showing that around 80%* of consumers take advantage of the short wash cycle function now offered by most machines, but so too are the dirt and stains we’re washing along with the clothes we wear. Increasingly our wardrobes are now made from malodour-retaining synthetic fabrics, while daily grease, grime and odour is often invisible. Persil’s latest innovation, Persil Wonder Wash, was specifically developed and launched in response to this insight.

AI Wash in Samsung washing machines can sense the weight of the fabric and the level of soiling, to then adjust the water, detergent, soaking levels and cycle time. AI Energy Mode** enables consumers to reduce energy use by up to 70%^[2] while remote management via the SmartThings app saves time via added convenience.

The collaboration will be brought to life through various marketing channels, including retail, product placement, social media, CRM and exclusive benefits, competitions and offers to customers both in-store and online.  Activity will initially launch in the UK and Ireland where consumers can claim up to six months free Persil detergent^*** when they buy a Samsung 11kg EcoBubble washing machine, running to January 2025. The partnership will then be rolled out across further European markets in the coming months. 

[1] Award wins include: Samsung WW90T684DLH winner of Trusted Reviews ‘Best Washing Machine’ Award (September 2023), Samsung DV906240LN winner of Trusted Reviews ‘Recommended’ Award (April 2023), Samsung Bespoke AI Laundry 11kg SpaceMax Washing Machine winner of Real Homes ‘Laundry’ Award (September 2022). Series 5 WD80TA046BE/EU washing machine has the “GH Institute Approved 2024” badge and names “Quickest Washer Dryer” by Good Housekeeping.

^[2] Based on internal testing on the WW11BB944AGB model on a Cotton 40 degrees wash with the AI Energy mode turned on, compared to not using AI Energy mode.

The new partnership will see Channel 4 collaborate with Samsung with new sponsorship advertisements featured throughout the programme breaks to showcase Samsung’s full range of appliances. The partnership will also feature product placement to display Samsung’s collection of quality kitchen appliances to consumers as well as being promoted online and instore with Samsung retailers.

Central to the partnership is Samsung’s aim to promote its premium appliance and Bespoke Home line-up, showing itself as a leader within the built-in kitchen appliance market. The new sponsorship will see the programme hero some of Samsung’s home appliance flagship features and products including Bespoke Jet, Dual Cook Flex, AI washing machine, Beverage Center, Air Fry and the Samsung Family Hub, which will be featured on idents throughout the show. The sponsorship will last for 12 months and includes product placement which will see the whole Sunday Brunch kitchen kitted out with top of the range Samsung products.

Although the focus will be on appliances, Sunday Brunch will also feature other Samsung products on the show, such as their state-of-the-art,  award-winning Frame TV. As part of the partnership, Samsung will be sponsoring one of the show’s regular editorial segments called ‘TV for Pets’.

Samsung Home Appliances

Dan Harvie, VP, Head of Home Appliances, Samsung UK and Ireland Ltd said,  “Sunday Brunch has been the cornerstone of many households’ weekend TV viewing for over a decade and we’re delighted to be partnering with the show to showcase our range of Smart connected home appliances, including products from our laundry, refrigeration and cooking ranges in addition to Samsung Bespoke products in our refrigeration and Jet floorcare range. We are excited to show viewers how they can really level up their cooking with our state-of-the-art ovens featuring all our latest tech from SmartThings cooking to Dual Cook Flex.”

Samsung Bespoke Ovens

Rupinder Downie, Sponsorship & Commercial Partnerships Leader at Channel 4 said: “We’re delighted to be partnering with one of the nation’s most loved and trusted home appliances brands, Samsung, to bring their innovative and industry-leading products to one of the nation’s most popular shows. With some of the most recognisable faces dishing up inspiring yet accessible food and meals every Sunday, it’s not surprising consumers are going to be expecting the latest and most forward-thinking technology, to help our hosts hit the mark on the delicious recipes they expect and know each week”

For further information on the partnership, please visit: https://www.samsung.com/uk/home-appliances/sunday-brunch/