OMO/Surf Excel/Rinso/Breeze: Dirt is good - The value of dirt

Brent Gosling and Ranjit Jathanna

Campaign details

Brand owner: Unilever
Agency: Lowe and Partners Singapore
Brand: OMO/Surf Excel/Rinso/Breeze ('Dirt is Good')
Countries: Pan Asia (including India, Thailand, Indonesia and Vietnam)
Channels used: Cinema,Events and experiential, Internet - general, Magazines - consumer, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Radio, Sales promotion, Television
Media budget:Over 20 million

Executive summary

How giving dirt a 'value' grew sales tenfold in Asia

This was a case of how a single brand idea that used anti-detergent category advertising speak grew sales by over 1000% over seven years. For decades, communication in the detergent category had been a war of molecules. The category spoke the language of 'washes brightest, washes cleanest… whiter than the whitest, best stain-removal power… now with super-clean molecules… now with bigger molecules!'