Mullen Lowe Group London, United Kingdom Full Service

Mullen Lowe Group Creative Work

Title "For Whatever Life Throws"
Agency Mullen Lowe Group
Creative Agency DLKW Lowe
Audio Post Production Wave Studios
Campaign For Whatever Life Throws
Advertiser Unilever
Brand Persil
Date of First Broadcast/Publication 7/2013
Business Sector Cleaning Products, Soaps, Detergents

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. 


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.

Tagline Dirt is good
Media Type Television
Length50 seconds
Production Company Academy
Post Production The Mill
Executive Creative Director Mr. Dave Henderson
Executive Creative Director Mr. Richard Denney
Art Director Christopher Bowsher
Art Director Mr. Steve Wioland
Copywriter Frances Leach
Copywriter Mr. Matt Woolner
Director Mr. Niall O‘Brien
Account Planner Mr. Charlie Snow
Account Planner Jeremy Muthana
Agency Producer Ms. Trudy Waldron
Agency Producer Jeremy Muthana
Advertising Manager Patricia Corsi
Advertising Manager Hajar Alafifi

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