Unilever, Persil: Free The Kids

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Advertiser: Unilever, PersilAgency: MullenLowe LondonCountry: United Kingdom

Objectives

Background

’Dirt is Good’ shook up the laundry category when it was conceived of thirteen years ago. It played a key role in evolving the mark of good parenting from turning out pristine kids in whiter than white clothes, to the more progressive approach of allowing kids to be kids, to go outside, play and get dirty.

And it worked. In the thirteen years since ’Dirt is Good’ was introduced, the brand grew by more than 10x globally1.

But by 2016, the situation for Persil...

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