Unilever: The alchemy of dirt

Brent Gosling and Rupen Desai

Unilever unified a multitude of regional soap powder brands around a single proposition, that ‘Dirt is Good’.

The alchemy of dirt

Brent Gosling and Rupen Desai

Lowe & Partners

Unilever unified its regional soap powder brands around a single proposition, that ‘Dirt is Good’ – an idea that resonated with mums around the world and grew global revenue by 750% in a decade

In 2003, a Brazilian laundry detergent launched a new advertising campaign. Five years later, and 10,000 miles away, the government of Vietnam introduced a change to the academic curriculum, mandating recess time for children during the school day.

The connection, of course, is the idea that ‘Dirt is Good’, and the recognition that there's...

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