Persil - Dirt Is Good

A decade after the launch of Unilever’s Sustainable Living Plan, MullenLowe in London, Dirt Is Good (Persil) global lead creative agency, launches ‘Real Change’, a campaign to communicate the new brand purpose and the action it is taking on the environment. 

Persil packs are now made with 50% recycled plastic and are 100% recyclable. Their formulations also contain plant-based stain removers. These changes are part of the brand’s long-term commitment to using sustainably sourced carbon in their products.

This ambition is a core component of Unilever’s ‘Clean Future’, a ground-breaking innovation programme to change fundamentally the way that some of the world’s most well-known cleaning and laundry products are created, manufactured and packaged. 

MullenLowe and Persil have created ‘Real Change’, which highlights the need for us all to go beyond just ‘screen activism’; rolling-up our sleeves and getting dirty in taking real action for change.

Hashtags and tweets play an important role in raising awareness of an issue, but it takes more than pressing a button to instil real change. That’s why Persil plan to engage millions of children, who have a stake in creating change, in environmentally-minded community activities. 

MullenLowe and Persil are evolving the purpose behind Dirt is Good. Child development is, as always, at the core of the brand, but that development is now more than ever about taking action on the issues and causes they believe in.

Many young people want to change the world. They are a generation whose development will be defined not just by what they care about, but what they do about it. For years Persil has supported their freedom to discover; today, young people want the freedom to act. Parents have a tough job as they try to balance the desire to protect their children from the realities of life today while empowering them to build the world they desire for their future. That’s why Persil is giving parents the opportunity to be kinder to the planet and to their children, while also being consumer’s go-to cleaning brand.

Through a series of assets from 10 seconds product shots to 70 seconds hero films, the campaign will go live on TV, VOD, OOH, Social and Display throughout the remainder of the year. Media is being handled by Mindshare. This campaign will go live in 40 markets over the next 12 months.