How Persil reframed Dirt is Good for digital natives
Brand: Persil
Advertiser: Unilever
Agency: MullenLowe
It's been 12 years since Unilever brought together its regional soap powder brands [Persil, OMO, Surf Excel] around a single proposition, 'Dirt is Good' – an idea that resonated with parents around the world and grew global revenue by 750%.
'Dirt is Good' has been particularly successful in establishing the brand in developing markets, growing total brand revenue from $400m to $3bn in ten years. Dirt is Good now runs in 78 nations around the world to help children discover the many delights and benefits...