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.

In 2023, sales of Dirt Is Good – known as OMO, Persil, Surf Excel, Breeze, Rinso, Ala or Skip, depending on where you are in the world – hit €4.3 billion. Walk into any supermarket, anywhere, and there’s a 90% chance you’ll see DIG on the shelves.

So what is it about the brand that entices shoppers to buy its products 120 times every second? We asked Tati Lindenberg, Senior Vice-President of Marketing at Dirt Is Good.

How did the Dirt Is Good brand originate?
In 2004 we realised that our laundry brands were becoming indistinguishable from the category generic and margins were suffering as a result. Everyone was telling the same functional stories of stain-removing molecules and dazzling whiteness.

To be distinctive, we needed greater relevance to our key consumers: modern parents.

So we created Dirt Is Good as a purposeful market development platform to unite our family of high-performing laundry brands. Its basis is a fundamental dilemma facing parents: how much to shield and protect their child versus giving them freedom to experience the world, learn and – inevitably – get dirty in the process.

‘DIG’ challenged perceptions of dirt as an enemy and positioned it instead as an ally.

How is this brought to life in different markets?
In places like Europe and Latin America, we showed kids getting messy doing things like painting, because the culture welcomes this display of creativity and imagination as a learning process.

In regions where dirt is considered dangerous, like Africa and India, we evolved to show how getting dirty can teach kids the values that matter most in collectivist cultures: being honourable, kind and loyal. So we adapted the idea to the context of society instead of the individual.

It’s a strategy that’s working. In 2022, DIG incremental sales grew by an additional €1 million every single day and it’s now the largest laundry brand in the world. We sell over 200 packs every second and it’s in first or second market share position everywhere it’s sold. It has reached record shares in India, China and France, where it can be found in 1 of 3 homes.

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