CELEBRATING DIRT WHILE CHALLENGING TABOOS

DIRT IS GOOD FINDS NEW MEANING IN STAINS TO DRIVE BRAND ENGAGEMENT

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FOR MORE THAN 20 YEARS, global laundry brand Dirt Is Good has built its identity around a bold idea: Stains are proof of a life well lived. This message has helped the brand cut through the noise in the highly competitive and commoditized laundry market by focusing on meaning, not just performance.

"The act of getting dirty can benefit people in an emotional, psychological, and even physiological way," says Tati Lindenberg, chief marketing officer for home care at Unilever, the brand's parent company. "Consider how kids play and explore through hands-on experience. They inevitably get dirty, but they learn in the process, and that is something to be celebrated, not avoided." This philosophy has fueled two decades of brand messaging that reframes laundry as a symbol of growth, connection, and care.

"Emotional storytelling is at the heart of Dirt Is Good, helping us move beyond just product benefits into a point of view, and a purpose in culture," Lindenberg says.