Interview: Persil – ‘Home is Good’ Posted on


For years MullenLowe Group have been working with Persil (or OMO as it’s known across the world) to develop their ‘Dirt is Good’ positioning. A strategy all about giving kids the freedom to learn and grow and develop in the way their parents would want them to. That has often been about helping them get outdoors, get mucky and experience free play, whilst knowing that Persil will help clean up the mess afterwards.

But during the ongoing COVID-19 pandemic, when we’ve all been asked to stay indoors, our strategy needed to be adapted to stay relevant.

Our Global Planning Director, Chris Chalk, (virtually) met with Contagious to discuss the thinking behind our latest campaign for Persil – ‘Home is Good’. You can read the full interview here.