On Strategy Showcase How Persil followed women into sports
Nov 2, 2025
Unilever brand leader Tati Lindenberg and MullenLowe's Rachel Stets dive into the innovative partnership between Persil and Arsenal Women’s soccer. They discuss the campaign 'Every Stain Should Be Part of the Game,' aimed at tackling the stigma around period leaks in sports. Tati shares insights on aligning brand performance with the growing sports fandom, while Rachel reveals the creative process that led to their impactful messaging. Together, they explore how to engage and educate both women and men in breaking down societal norms.
AI Snips
Chapters
Transcript
Episode notes
Balancing Sustainability With Performance
- Dirt is Good shifted to a sustainability focus in 2020 but that softened perceived product performance.
- Tati Lindenberg moved the platform into sport to rebalance sustainability with clear performance cues.
Dirt Has Become More Invisible
- Visible dirt is declining while invisible stains like sweat, pollution, grease and oils rise.
- Unilever adapted formulations, fabrics and machine trends to address changing types of dirt.
Seek Partners To Co-Create Credibility
- Start with an idea and then seek partners who add credibility and lived experience.
- Use partners to co-create rather than treat them as transactional sponsors.