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

What this episode covers

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.

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Frequently Asked Questions

How long is this episode of On Strategy Showcase?

This episode is 42 minutes long.

When was this On Strategy Showcase episode published?

This episode was published on January 26, 2022.

What is this episode about?

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...

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