Unilever: The alchemy of dirt

Unilever unified a multitude of regional soap powder brands around a single proposition, that ‘Dirt is Good’.

The alchemy of dirt

Brent Gosling and Rupen Desai

Lowe & Partners

Unilever unified its regional soap powder brands around a single proposition, that ‘Dirt is Good’ – an idea that resonated with mums around the world and grew global revenue by 750% in a decade

In 2003, a Brazilian laundry detergent launched a new advertising campaign. Five years later, and 10,000 miles away, the government of Vietnam introduced a change to the academic curriculum, mandating recess time for children during the school day.

The connection, of course, is the idea that ‘Dirt is Good’, and the recognition that there's...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands