DLKW Lowe and Lowe Open Awarded Euro Effie for Persil Dirt Is Good Campaign Posted on


On 17 September DLKW Lowe and Lowe Open celebrated a joint silver Euro Effie award win for Persil’s Dirt Is Good ‘For Whatever Life Throws‘ campaign.

The Euro Effie, a symbol of proven advertising effectiveness, promotes and recognises excellence in marketing communications, and is a highly prestigious award within the industry.

The joint entry from DLKW Lowe and Lowe Open won in the ‘Best Integrated Campaign’ in the FMCG category, celebrating campaigns that have applied an integrated approach to strategy and clearly shown how each element of the multi-media strategy was effective.

The award winning paper entitled ‘For Whatever Life Throws’ relayed the successful launch of a new formulation of Persil’s Small & Mighty in all new packaging. The campaign included a highly crafted and impactful TVC “Walking Girl” plus a range of other traditional channels such as outdoor, cinema and press. Digital, PR, ecommerce and in store activation launched Small & Mighty to shoppers on and offline by hero-ing the striking pack shape and unique ‘stain eraser ball’, dramatising the new Persil ‘pop, pour, rub’ process.  Online video demos engaged and informed shoppers.

The result was a reversing of the market share decline in France and increased momentum by growing share in UK.

Rupen Desai, Regional President for Lowe and Partners, Asia Pacific and Global Lead for Persil ‘Dirt Is Good’ comments:

“‘Effectiveness of the work we create is paramount for us. Persil, an iconic brand needed an iconic, integrated campaign – and, now, to be recognised for the exponential results generated makes the news even sweeter. We could not be more proud of our work and the teams.’”

‘Dirt is Good’ has defined Unilever brand Persil’s communications since Lowe and Partners developed the platform in 2003. A global brand idea, the ‘Dirt is Good’ campaign for Persil/OMO sets the standard across 60 markets, challenging head on the conventions of the laundry category and encouraging mums to give their children the freedom to experience, develop and grow. ‘Dirt is Good’ is one of the most awarded global campaigns for advertising’s oldest and traditionally most functional category clocking over 10 effectiveness awards including Gold in the Best Sustained Success in the APAC Effie Awards and 9 Cannes Lions in the last 3 years.

See the work here .