SoKlin & Paris Saint-Germain unveil West Africa regional partnership

SoKlin®, together with Paris Saint-Germain, unveiled an exclusive regional partnership in West Africa today. This is a 3-year partnership which will extend to 2025, covering the West African countries of Nigeria, Ghana, Senegal, Ivory Coast and Mali.

SoKlin®, a Wings Group brand, is a household name in the region, as a leading premium detergent in sub-Saharan countries. Since its introduction to the continent in 1995, the Concentrated Detergent brand has been trusted by millions of families in Africa to provide an excellent wash that is ‘Faster, Brighter and Cleaner. This thanks to its ‘30% Concentration’ formulation and constant pursuit of high quality.

Paris Saint-Germain enjoys immense popularity in the region for its leading performance; boasting more than 21 million African fans on social media which represents 13% of its overall community – including 2 million in Nigeria, 853,000 in the Ivory Coast and 800,000 in Senegal. As the European club that has played most often in Africa in recent years, the Parisian club is now also expanding across Africa.

“It is a real pleasure for me to come back to my home country to announce the collaboration between my beloved club, Paris Saint-Germain, and the SoKlin® brand, for this regional partnership in West Africa,” said Jay-Jay Okocha, a former Paris Saint-Germain player. “Paris Saint-Germain is very popular in this region, especially in Nigeria. I hope this partnership will further strengthen the bond between Paris Saint-Germain and its Nigerian fans.”

“We are delighted about this new partnership with SoKlin®, a brand that is winning in its home ground in Indonesia and also very successful in Africa”, added Sébastien Wasels, Managing Director Asia-Pacific at Paris Saint-Germain. “This perseverance and the desire to grow are both values that Paris Saint-Germain holds dear, and we are delighted to embark on this new adventure with SoKlin®.”

“It’s a fantastic partnership “, commented Annie An, General Manager for Global Brands of the Wings Group. “Paris Saint-Germain is one of the world’s top football clubs and is well-loved in the region for its high achieving team and top players. We choose to partner with the Club, as we share the same values, and we both celebrate success, high performance and are hardworking, which we believe is inspiring to our consumers and customers”

“We are very excited about today’s event to unveil the SoKlin® x PSG partnership in the region” announced Craig Manning, the Nigeria Business Unit Head, who unveiled the partnership together with Jay-Jay Okacha. “SoKlin® as a brand is often recognised for its ‘30% Concentration’ and the powerful ‘Stain Magnet Technology®’. Our business partners and consumers will be delighted to see the brand now join forces with a football club that has powerful performance. We are confident that the partnership will help further strengthen SoKlin®’s leadership position in the detergent market’’, added Craig.

The partnership will include joint campaigns and activities that will provide consumers and supporters of the Club the opportunity to indulge their passion for the Club in their everyday lives, together with their trusted detergent brand. It is expected to further forge bonding and boost engagement with consumers for both the SoKlin® and Paris Saint-Germain brands.

About SoKlin®

SoKlin® is a flagship Laundry Care brand of the Wings Group, one of the leading FMCG groups in Indonesia.

With 70 years of heritage and expertise in Laundry Care, SoKlin® is developed with cutting-edge technologies to provide the best cleaning, freshening and caring experience to the fabric. The Brand offers expert Laundry Care solutions to meet the modern lifestyles needs of consumers around world.

A brand trusted by millions of households on the continent, SoKlin® will celebrate 28 years in Africa in 2023. Its dependable high quality concentrated detergent range touches consumer’s lives every day, making laundry washing easier and improving the quality of life. The Brand is committed to Africa with product Innovation, investment in manufacturing and distribution infrastructure, local employment and training, and through giving back to the community -- which are true reflections of the Wings Group’s motto: ‘Making best things in life accessible to everyone’.

SoKlin® is the #1 Consumer Most Chosen Home Care brand in Indonesia and in Nigeria (Kantar Footprint, 2021) and, the #1 Premium Detergent in Nigeria (Nielsen Retail Audit, 2021) and in Sub-Saharan African countries (Group Estimate, 2021)

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SoKlin®: Craig Manning I