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Persil - "For Whatever Life Throws" - Lowe and Partners

  • For Whatever Life Throws
  • Persil
  • Unilever
  • Lowe and Partners
  • United Kingdom
  • For Whatever Life Throws
Product CategoryCleaning Products, Soaps, Detergents
Date of First Broadcast/PublicationJuly 15, 2013
Media TypeTelevision
Length50 Seconds
Awards EURO EFFIES / EACA Euro Effies, 2014 (Silver) for FMCG
Production Company Academy
Post Production The Mill
Creative Agency DLKW Lowe
Audio Post Production Wave Studios
Executive Creative Director Dave Henderson
Executive Creative Director Richard Denney
Art Director Christopher Bowsher
Art Director Steve Wioland
Copywriter Frances Leach
Copywriter Matt Woolner
Director Niall O‘Brien
Account Planner Charlie Snow
Account Planner Jeremy Muthana
Agency Producer Trudy Waldron
Agency Producer Jeremy Muthana
Advertising Manager Patricia Corsi
Advertising Manager Hajar Alafifi
Dirt is good


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.