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...