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Unilever’s largest detergent brand, OMO (also known as Persil, Skip or Surf Excel depending on where you live), believes you can’t unleash your full potential without getting stuck in and getting dirty. So embrace the glory and the grime of every step on your journey to becoming your personal best. We’ll be there to wash it all off so you can go again. Play on!
In the early 20th century, our family of brands focused on whiteness and cleanliness.
By the late 1980s, we were focusing on advanced science.
It wasn’t until the early 2000s that a seemingly counter-intuitive idea was born – Dirt Is Good.
Over the last 20 years, we have been the only leading laundry brand to show that getting dirty is a positive experience for all.
Our purpose is to encourage people to unleash their full potential, showing their determination and resilience through the power of getting dirty.
Production, packaging and ingredients – we’re putting them all to the test. Around the world, our products provide an effortless, pristine clean, first time, every time, even on the toughest stains and shortest cycles.
We want to inspire people to courageously embrace challenges, with the resilience to bounce back and give it their absolute best, welcoming dirt and stains along the way.
We work to give people the confidence to set their potential free and build a brighter future together.
We’re committed to reducing the amount of packaging needed for our products while closing the loop on plastic. That’s why we’ve adopted a less plastic, better plastic and no plastic approach. In the UK, we use 20% less plastic in our bottles and 70% less plastic in our tubs. We’re also committed to using 100% recycled plastic in our packaging.
If you have any questions or comments about OMO, please visit our contact page.
Fresh from her keynote address at the Cannes Lions International Festival of Creativity, Esi Eggleston Bracey, Unilever’s Chief Growth and Marketing Officer, discusses how we’re transforming our approach to marketing to deliver what we call Desire at Scale.
Dirt Is Good is the world’s No.1 fabric detergent, holding first or second position in all its key markets. In this interview, Tati Lindenberg, Senior Vice-President of Marketing, explains what it takes to create and maintain such a successful brand.
Dirt Is Good brand ambassador and England and Arsenal forward Bukayo Saka has kicked off the first campaign in the laundry brand’s partnership with Arsenal Football Club. With the potential to reach millions, it coincides with the 20th anniversary of the Dirt Is Good idea.
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