Be Dirt Worthy

The dirt you acquire throughout your day is evidence of a life well-lived - so if you have none, you must not be living boldly enough. But when only 16% of Brits wait for their clothes to be visibly dirty before washing, there appears to be a fear of acquiring dirt. But to be messy is to be interesting. Persil has the unique opportunity to rebrand dirt as badge of honor denoting a life well lived, and challenge a new, younger audience to Be Dirt Worthy before they run their wash cycle.