Evolving communications for Dirt is Good

  • We were tasked with evolving a new eco-system of communications for Dirt is Good (DiG), including product news, brand building and social purpose. The goals were to sell more product, keep building the brand, and ultimately do well by doing good

    To accomplish that, we identified the most powerful creative territory and created guidelines for execution to ensure the creative work brought the idea to life with clarity and emotional power

    The findings have been woven into the brand's creative planning process globally

  • Flamingo has worked extensively on the DiG brand (Persil, Omo, Surf) since the launch of the Dirt is Good brand idea in 2005. During this time, we've spent time with mothers in pretty much every continent, to understand attitudes to parenting. This has created fertile ground for communications planning and the continued evolution of the DiG creative idea.