Unilever brands agree: "Dirt is Good"

05/25/2009 | Brandweek

An effort to market Unilever detergent brands with a singular concept appealing to consumers around the world spawned the "Dirt is Good" campaign. The larger message the campaign tried to convey was the common goal of success among children, which often means getting dirty while trying. "When we explain why dirt can be good, it clicks in every market," said Rohit Jawa, overseer of Unilever's laundry-care marketing in South and Southeast Asia.

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