| Title | For Whatever Life Throws |
| Agency | MullenLowe Global |
| Campaign | For Whatever Life Throws |
| Advertiser | Unilever |
| Brand | Persil |
| Date of First Broadcast/Publication | 2013 / 7 |
| Business Sector | Cleaning Products, Soaps, Detergents |
| Tagline | Dirt is good |
| Story | 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. |
| Media Type | Television |
| Length | |
| Audio Post Production | Wave Studios |
| Agency | MullenLowe UK |
| Advertising Manager | Patricia Corsi |
| Advertising Manager | Hajar Alafifi |
| Executive Creative Director | Dave Henderson |
| Executive Creative Director | Richard Denney |
| Art Director | Christopher Bowsher |
| Copywriter | Frances Leach |
| Art Director | Steve Wioland |
| Copywriter | Matt Woolner |
| Agency Producer | Trudy Waldron |
| Agency Producer | Jeremy Muthana |
| Production Company | Academy |
| Post Production | The Mill |
| Account Planner | Charlie Snow |
| Account Planner | Jeremy Muthana |
| Director | Niall O'Brien |