New Blood Entry — Grime Is Good

A 2022 study by the ASA found that 67% of black people feel they are portrayed inaccurately in UK advertising, which could be because they are ‘often shown with very little cultural difference’.

#GrimeIsGood is a campaign that shines a spotlight on the uniquely black British cultural movement, Grime, which was recently labeled ‘the sound of British youth’. By launching Grime Is Good, not only are Persil championing authentic black British representation, but they’re also appealing to the younger generation, teaching them laundry skills and encouraging them to dream and dare in an exciting and engaging way.