Bringing corporate purpose to Persil's "Dirt is Good" brand platform
In a category fixated on clean, Unilever’s laundry detergent brand Persil flipped category conventions by telling the world that dirt was not the enemy, but the result of giving a child the freedom to explore and grow. This commitment to child development became the heart of the brand. This is the story behind that platform and how it was evolved to reflect Unilever's new green purpose. See the work below.
Spots below include executions from the original “Dirt is Good” campaign, followed by the new corporate “Dirt for Good” project, and then spots released during the early part of the pandemic, when families were limited to at-home play.