Trudy Waldron
Director of Integrated Production at MullenLowe London
London, Regno Unito
TitoloFor Whatever Life Throws
Agenzia
Campagna For Whatever Life Throws
Cliente Unilever
Marca Persil
Data di Prima Diffusione/Publicazione 2013 / 7
Settore Detergenti superfici, saponi
Slogan Dirt is good
Trama The 50” portrays a bright eyed, freckled girl in a pristine white dress, walking confidently as stains are thrown at her from all sides. The visual spectacle aims to show that Mum has done her best to prepare her children for a world of uncertainty. 
SUMMARY:
Unilever wanted to successfully launch a new formulation of Persil’s Small & Mighty in all new packaging. 

Small & Mighty offers better stain removal in an innovative, multifunctional bottle that includes a combined applicator and in-wash detergent holder. 
Tapping into mothers’ desires to put their children’s well-being first, Unilever wanted to get mums to sit up and notice their new product, but also reflect on whether they were doing everything possible to bring up emotionally resilient kids.
Success involved driving trial and subsequent purchase of the product in order to achieve market share gains. The objective was to reverse market share declines in France, maintain momentum in the UK and deliver a stand-out campaign which engaged with consumers emotionally.
The declining market share in France was reversed with a 6% sales increase delivering incremental sales of 1.9 million Euros. The campaign doubled the UK market share target with a 9% sales increase delivering sales of 3.3 million Euros.
Tipo di Media Televisione
Lunghezza
Audio Post Production
Agency
Advertising Manager
Advertising Manager
Executive Creative Director
Executive Creative Director
Art Director
Copywriter
Art Director
Copywriter
Agency Producer
Agency Producer
Casa di Produzione
Post Produzione The Mill
Account Planner
Account Planner
Director

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