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Persil creates giant mud volcano to launch its new app

Persil has joined forces with The Wild Network to launch its new app ‘Wild Explorers’, which provides more than 100 activities for families to do outside during the school holidays.

To promote the launch Persil has created a 7ft tall by 10ft wide 3 tonne mud volcano, which erupts with ‘molten-lava’. It took a team of eight professionals more than 4,000 hours to build.

The idea came about for the app when research revealed that 39% of Brits completely avoid family outdoor time in the summer holidays due to lack of inspiration, unpredictable British weather and fear of spiralling costs.

The app is part of the £4.5m ‘Dirt Is Good’ campaign – an ongoing commitment from Persil to encourage more children to get outside and enjoy outdoor play.

Jennifer King, senior brand manager for Persil UK & Ireland, said: “We truly believe Dirt Is Good and that outdoor play is an essential part of a child’s development – and we know parents’ lack of inspiration is one of the biggest barriers British families face when it comes to outdoor play.

“We wanted to create something to help parents free the kids this summer – and mud volcanoes are just one of the ways parents can do that. We can’t wait for families across the UK to have fun exploring, going on muddy adventures and trying out the fantastic activities.”

(Source: Event Magazine)

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Lydia Bryant works as a Junior Account Manager at Rich Leigh and Co and is a marketing graduate.