Persil: Dirt is Good and Free the Kids

This case study shows how Persil, a detergent brand, successfully increased its sales in the UK with a bold campaign that reinforced its decades long motto.

The problem: fading brand relevance was dragging down sales

97% of households in the UK use detergent1, and the frequency of washing loads per household runs at one every other day2.

And yet no one likes thinking about or doing the laundry; it's a low interest category which to win in, brands have to somehow be salient and relevant.

Historically Persil had been very successful at this (so much so that as a teenager in the 1980s Victoria Beckham declared that she wanted to be "as famous as Persil Automatic"). And in the late 90s we...

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