Unilever simplifies Dirt is Good in Europe

Unilever is simplifying its Dirt is Good brand across its European laundry portfolio in a move to optimise the brand proposition.

The FMCG manufacturer is working with retail communications company Fourninety to clarify the Dirt is Good umbrella brand across its Persil, Skip and Omo laundry brands in 12 European countries.

Packs for powder, tablet and liquid variants will be redesigned to feature the Dirt is Good branding more clearly and make sure consumers understand the brand position.

The move is part of Unilever’s £8m re-launch of Persil that was announced last month.

The brand is introducing new packaging, a new logo and a television campaign to support Persil’s UK relaunch.

The Dirt is Good brand proposition launched in the UK in 2005 and targets mums with pre-teen children. It encourages children to play and get dirty because Persil can remove the dirt in the