Dirt is Good. Depending on where the dirt is…

So, you’ll be familiar with the Persil/Omo “Dirt is good” campaign I guess…


Well, on the back of my international vs. local post the other day, I heard an interesting piece of anecdotal evidence about it today.

In India, it’s a great success… people have really embraced the ‘outdoor stuff is good for you kids, let them get dirty and enjoy themselves, and we’ll help care for their clothes’ message… send the kids out, let them get dirty.

Meanwhile, in Argentina, they’ve created a really nice little video interpretation of it to suit their culture… see it, read the translation and join the debate at Richard Huntington’s post on  it.

But in China, it’s a failure.  The ‘dirt is good’ philosophy really clashes with the current air pollution problems there apparently, so parents think that keeping their kids clean, and out of smoggy, dirty environments, is the way to keep the kids healthy… keeps the kids in, keep them clean.

So it’s an international strategy that doesn’t work everywhere but can work very well in some places.  So surely the best idea is to have local areas try it / interpret it / embrace or reject it based on their local knowledge?  Are all worldwide brand edicts like this destined to encounter at least some interpretative problems?