Unilever: Dirt Is Good

‘Dirt Is Good’ is the name for Unilever’s biggest global brand, which operates under different names in different markets, all under one positioning

Our task was to provide a vision of how the brand should operate in the future. The driver wasn’t to be the same technology that all the big players have in common, but the brand’s true point of difference - its core values of simplicity, speed and performance. Working with the H3 innovation team, the focus of the study was how cultural change is shifting the meaning of these values and the way they are experienced

We explored the cultural currents affecting the category, the things that will further change what people want from laundry care - from the rise of inclusive design to the changes in household formations

And although laundry care is one of the biggest sectors in grocery, we showed that most of its codes are dated and self referencing. Instead, we took inspiring codes from other categories that are themselves undergoing rapid change

Beyond a body of knowledge, we delivered a Semiotic Toolkit to build the opportunity spaces that will project DIG into the future: the kind of products and their visual language, product formats and sensorials that will deliver the core brand values five years down the track