Henkel’s brands are listed among the Superbrands Program’s strongest brands again. The jury comprised of independent experts, marketing professionals and leaders of industrial associations selected Henkel’s four recognized brands as one of the strongest ones out of 95,000 brands this year. Therefore the company has a Superbrand in its three business sectors: Vademecum in Cosmetics/Toiletries, Pattex in Adhesive Technologies, and Persil and Perwoll detergents in Laundry & Home Care brands gained the award given to the best. In the detergent category, Persil and Perwoll were the only brands recognized this year.

The Superbrands Program started in 1995, and today it runs in 86 countries across 5 continents.  In Hungary, the jury has been evaluating the brands for six years. During this time, Persil was awarded four times and Perwoll five times with this certification of excellence. All four recognized Henkel brands gained excellent results in terms of reputation, recognition and brand strength according to the jury’s evaluation aspects, which demonstrates the effectiveness of the company's marketing activity.

Persil’s brand communication focusing on Cold Active technology launch received special attention in 2009. Using this technology, Persil Cold Active is able to handle tough dirt even at 30 degrees (Celsius). The 2009 innovation of the Perwoll product line, a market leader in special Laundry segment, was Perwoll White Magic with white renew effect, developed for delicate white clothes.

The launch of Junior Bubble Gum toothpaste was the centre of activity in the life of Vademecum children toothpaste brand in 2009, specially developed to protect the first permanent teeth of children over 6. To strengthen the segment of toothpastes providing overall protection, the product called Pro Complete 8 was also introduced. In addition, four variant of the 2in1 product line, a combination of toothpaste and mouthwash – an already very popular product in Western Europe that was launched in Hungary in 2009 – appeared on the shelves.

Last year Pattex’s brand communication focused on Craftsmen & Construction adhesives, contact adhesives and Pattex Power Tape. The marketing team of this business sector aroused consumers’ interest in adhesives essential in households and everyday life with creative solutions. One of the campaigns contained a ‘buckshee bus’ covered with Pattex Power Tape that could be used free of charge by public transport users in Budapest for one week.

Besides brands’ recognition, Henkel Hungary has also received the Business Superbrands status. The Business Superbrands Program recognizes the strongest brands in the business sector and has started in 2008 in Hungary. The recognized companies were selected out of some 3,000 brands/company by a jury comprised of 18 members. This list includes smaller companies in addition to the most profitable domestic enterprises.