10 years ago, we developed Persil’s award winning ‘Dirt is Good’ strategy – an enduring approach that has challenged head on the ‘white t-shirt’ conventions of the laundry category.

Cut to 2013, and in an increasingly tough world, the life skill mums most wanted for their children was resilience. Inspired by Persil’s brand purpose, ‘To enable parents to let their children get dirty and develop’, we launched their new product, Small & Mighty, as the answer to ‘Whatever life throws’, giving mums the confidence to let their children get out there, get dirty, and develop key life skills.

5 months after the launch of this campaign, Persil had gained 2% market share, despite aggressive discounting by rival Ariel.