The radicalisation of Persil: How prisoners helped us restore conviction in the brand

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Campaign details

Brand: PersilClient: UnileverAgency: MullenLowe London

Summary

When a once provocative idea starts to feel nostalgic, bold action is needed. Particularly when that idea is more truly necessary today than it was at its inception.

This is the story of how Persil became radicalised, and transformed its role from supportive advocate of relaxed childhood to provocative activist and agitator for change.

Outdoor play is disappearing from our children's lives, just as dirt is disappearing from their clothes. The results could be devastating - not just for Persil, but for child development. To create change,...

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