OMO/Surf Excel/Rinso/Breeze: Dirt is good - The value of dirt
Brent Gosling and Ranjit Jathanna
Campaign details
Brand owner: UnileverAgency: Lowe and Partners SingaporeBrand: 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, TelevisionMedia budget:Over 20 million
Executive summary
How giving dirt a 'value' grew sales tenfold in Asia
This...