Persil

Advertising – Case Study

Unilever, the world’s largest advertiser, use Blink TV for a number of their brands, including Persil. Through Mindshare, we learned that Persil wanted to surprise the consumer by running their advertising in places not usually associated with soap powders.

On seeing their new “Dirt is good” campaign, we agreed that for it to create cut-through and be relevant to Blink’s audience it would require bespoke, event-specific creative. Our Production Department produced two commercials using the “Dirt is Good” theme, one rugby related and the other targeted at festivals, each carrying relevant strap lines. The rugby copy set to the “Dirt is good” music featured a muddy team scoring a try and the line: “It’s not dirt, it’s teamwork”. The music festival copy, using the same music, featured muddy festival goers and the line: “It’s not dirt, it’s good clean fun”. The campaign turned out to be an award-winner.

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