Unilever launches global Persil brand campaign
The campaign builds on the “Dirt is Good” strategy the brand introduced in its previous advertising. The first element of an integrated push is a 60-second television ad called Roboboy (pictured), which breaks today (July 14). The media planning and buying is through Mindshare.
In Roboboy, dirt is interpreted as magic fairy dust, which enables a robot to transform into a real child. The ad used the strapline “Every child has the right to be a child”. It aims to drive the message that children should be allowed to get dirty through play, exploration and discovery.
Persil’s recent advertising has focused on the launch its concentrated variant, Small & Mighty. In March, it ran a campaign focusing on the environmental benefits of using the concentrated liquid detergent.
