How Persil reframed Dirt is Good for digital natives

This article reveals how Persil, the laundry detergent brand, found a fresh insight that would revive its 'Dirt is Good' campaign and resonate across markets.

How Persil reframed Dirt is Good for digital natives

Brand: Persil

Advertiser: Unilever

Agency: MullenLowe

It's been 12 years since Unilever brought together its regional soap powder brands [Persil, OMO, Surf Excel] around a single proposition, 'Dirt is Good' – an idea that resonated with parents around the world and grew global revenue by 750%.

'Dirt is Good' has been particularly successful in establishing the brand in developing markets, growing total brand revenue from $400m to $3bn in ten years. Dirt is Good now runs in 78 nations around the world to help children discover the many delights and benefits...

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