Persil unveils £8m ‘Dirt is Good’ repositioning

Persil, the UK’s leading laundry brand, is introducing completely new packaging, with black-and-white photography and a new global brand icon.

The redesign is part of the brand’s &£8m “Dirt is Good” marketing campaign, which takes in television advertising, outdoor, press and public relations. In the TV ads, children and an old-age pensioner are shown getting dirty while doing various tasks, such as making breakfast in bed for mum or fishing.

The campaign supports a new positioning from Persil, according to brand manager Jay Liwanag. Instead of being the enemy, dirt is “a natural and positive part of embracing and experiencing life, growing up and learning.” “Dirt is Good” is a global brand idea that has been used for various Unilever brands around the world with considerable success.

An industry expert says the change in tack for Persil in the UK is intended to target “busy working mums with pre-teen children”. The new Persil design – created by Vibrandt – uses black-and-white photography on the back of the packs and conveys the positive power of getting dirty.

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