The Making of Dirt is Good

David Arkwright

ISBN 10: 1907794468 / ISBN 13: 9781907794469

Published by LID Publishing, GB, 2013

About this Item

Written from the global brand frontline, we see the previously unseen perspective on what it was really like to build "Dirt is Good" for Omo and Persil globally - a celebrated case-study in creating global brands with an idea at their very core. We see the real trials, challenges and successes which confront international marketers the world over, told in a very personal and engaging real-time adventure. Each of the 10 chapters tells the real-life story of each stage of the journey. At the end of each stage, we see a sharp summary of the real, practical learnings.

Seller Inventory # LU-9781907794469

Bibliographic Details

• Title: The Making of Dirt is Good
• Publisher: LID Publishing, GB
• Publication Date: 2013
• Language: English
• ISBN 10: 1907794468
• ISBN 13: 9781907794469
• Binding: Paperback
• Condition: New

About this title

Synopsis

In 2005, Unilever ignored whiter than white in favour of mud and grease and launched its Dirt is Good marketing campaign, for its Persil and OMO washing detergents. The campaign was devised by David Arkwright and his marketing team in Unilever. Today, it continues to be one of Unilver s most successful campaigns. As well as transforming the Persil and OMO brands, the campaign has become a defining moment in the whole marketing and branding world. This book, written by the person at the helm of Dirt is Good , is an essential case study in creating a global brand with an idea at its very core. The book reveals the trials, challenges and successes experienced by Arkwright and his team, told in a very personal and engaging real-time adventure. And for marketers today, the book includes real and practical learnings from this ground-breaking campaign.

About the Author

David Arkwright is the founding partner of MEAT, a global brand development agency that specialises in brand transformation to create emotionally compelling brand positionings. MEAT's clients include GSK, Bacardi, Unilever, SAB Miller and BP. Prior to this, he led the creation of "Dirt is Good" as Global VP responsible for Unilever's top performance laundry business.