Unilever’s vice-president of marketing for home care, Tati Lindenberg, explains why the flagship detergent brand is evolving its ‘Dirt is Good’ campaign as part of a strategy designed to tout the FMCG behemoth’s environmental credentials.
At 12 years old, Unilever’s ‘Dirt is Good’ platform is a rarity in modern marketing: a campaign with real endurance that has transcended continents and mediums.
Attached to Persil in the UK, and similar Unilever brands across other markets, since 2008 ‘Dirt is Good’ has woven a narrative of significance into the category, which was previously confined to highlighting how fast grime and stains could be Read full story ›
Source: The Drum
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