Campaign details
Brand: PersilLead agency: ZoneRegion: EMEA
Objectives
Persil's longstanding Dirt Is Good positioning is often held up as an exemplar of Unilever's commitment to building brands by doing good. A passionate belief that getting messy through outdoor play is essential to the physical and psychological wellbeing of children is at the heart of the Persil brand. Forming a major part of Unilever's expansive social purpose commitments, the Dirt Is Good campaign focused on encouraging parents and children to spend more time playing outdoors.
In commercial terms, the project was about Persil defending - and...