Persil laundry detergent’s "Dirt is Good" brand platform

In a category fixated on clean, Unilever laundry detergent 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.