Fourninety and Unilever team up to simplify 'Dirt is Good' packaging design

05/07/10

Retail communications company Fourninety Ltd have joined forces with FMCG giant Unilever to optimise the ‘Dirt is Good’ brand identity across the Unilever laundry range.

Working together to reaffirm the Dirt is Good brand by increasing its focus and making it more consistent across universal laundry brands such as Persil, Skip and Omo, Leeds based Fourninety project managed the re-engineering of the packaging design to fit across Powder, Tablet and Dilutes working on cartons, bags, flows and labels. The re-designs will appear in over 12 countries. In the UK, the ‘Dirt is Good’ optimisation on Persil packaging marks part of the £8m re-launch of the brand which was announced last month.

Unilever’s ‘Dirt is Good’ communication campaign was first launched in 2005 and aims to offer children the freedom to grow and develop without the worry of getting dirty.

Unilever’s move to simplify and place emphasis on the ‘Dirt is Good’ slogan globally echoes the 2005 move to roll out a unified corporate identity via Unilever logos appearing universally on packaging and in advertising campaigns.

The ‘Dirt is Good’ optimisation project is the result of a growing partnership between Unilever and Fourninety. Fourninety employ over fifty packaging specialists and count Diageo, Nampak and Heinz as some of their biggest clients. Unilever is one of the world’s leading suppliers of fast-moving consumer goods. Operating in 170 countries, they employ over 163,000 people.

Notes to Editors:
Fourninety Limited is a retail marketing communications company. As individuals, we each come from best-of-breed agencies representing all of the marketing disciplines. The company specialise in catalogue and brochure design, packaging and photography. Currently employing some 54 retail communication specialists, Fourninety is based in Leeds (West Yorkshire) and Milton Keynes (Buckinghamshire).

Fourninety is part of Media Square plc, a holding company based in London and quoted on the London stock market. Media Square has an annual turnover of c£150m, employs over 1,000 employees in seven countries and boasts 700 clients worldwide.

Contact Details:

For further information about the company, please see www.fourninety.com. Alternatively contact Simon Lundy at simon.lundy@fourninety.com or telephone 0113 238 2462

Fourninety North,
Fourninety Ltd,
Nepshaw Lane South,
Morley,
Leeds,
LS27 7JQ

Fourninety South,
Fourninety Ltd,
Unit 23,
Alston Drive,
Milton Keynes,
MK13 9HA

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