Extensive content deals with The Sun, Readers Digest and AOL enabled us to inspire different segments of the UK population to get dirty. These features showed different ways to enjoy getting dirty, such as cooking or gardening. Live radio coverage campaigned on Persil’s behalf, including Heart FM’s ‘33 things to do before you’re 10’ feature. We ran full page manifesto ads in ‘campaigning’ media such as the Guardian to champion dirt.

Since the Dirt is Good campaign launched in April 2005 sales have increased by 3% (IRI). Importantly, the number of people agreeing that Persil ‘Offers something different’ has increased from 16% to 24%, so up by a massive 50% (Millward Brown).