Persil’s latest messaging demonstrates how a creative twist can flip a brand’s wording on its head whilst still maintaining the ethos at its heart.
Our campaign begins with social posts highlighting the need for us all to stay indoors, to act responsibly for the benefit of everyone. In the face of uncertainty, dirt can lift our spirits and make us feel part of a community. We realise the world indoors can be just as good.
Sector
FMCGKeeping children entertained at the best of times is no mean feat. And these times, as articles and news pundits around the world keep telling us, are unprecedented. When you can only leave the house once a day for exercise this challenge is even greater.
For years Persil have emphasised their belief in the ‘goodness of dirt’ and the importance of outdoor play for children. But in a time of global lockdown, the brand have pivoted their messaging, thanking children for staying indoors and reminding them that ‘Home is Good’.
In an ongoing campaign created by MullenLowe, Persil want people to recognise that the world indoors can be just as good as that outside. From dressing up to experimental baking or painting rainbows to put in your windows, Persil highlights that the list of indoor activities is boundless. And to do so, the brand have partnered with Nat Geo Kids to create a bank of content for parents and children alike, full of activities to do at home.
While the social posts highlight the need to stay indoors and to act responsibly, the film reinforces the message of coming together to play apart. All to help keep everyone safe.
Persil’s messaging demonstrates how a creative twist can flip a brand’s wording on its head whilst still maintaining the ethos at its heart. Play is good, says Persil, and will always be good, wherever it takes place.
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