ABOUT

Business Challenge:
Re-awaken a consumer connection with a long-standing brand idea
To restore relevance across markets with distinct cultural differences and put own-label products in their place

The issue:
The Dirt is Good campaign for Persil/OMO set the standard for cleaning brands, elevating the conversation above whiter laundry to an opinion about life itself. However, in some markets, dirt isn’t good, it’s … dirty and ten years on, mums are contending daily with the freedom-versus- security dilemma, increasingly worried about their kids’ futures

Activation idea:
For whatever life throws

Takes ‘Dirt is Good’ to the future by showing the benefits of the freedom to play. If mums can deal effectively with dirt, they can allow their children to explore their surroundings freely, endowing them with the skills to handle whatever challenges life brings. And who wouldn’t want that?

Business Effect:
• The idea resonated in research in all markets
• Full multi-media campaign including interactive ant farm installations at zoos around the UK
• Ten years after the ‘Dirt is Good’ revolution, the brand has reconnected with consumers across Europe.

Contributor:

MullenLowe London has been a Contributor since 26th May 2016.

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Persil - Dirt is Good

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