Eighty per cent of people in Asia, Africa and the Middle East believe that dirt is not good. Dirt equals poverty, squalor, poor hygiene, hardship, disease and sometimes even death. Likewise, mothers in these places believe ‘dirt is bad’. Allowing their kids to get dirty was ‘not a positive part of life’. Unilever had to find a new meaning for dirt that made it good in the eyes of these mothers. The laundry detergent brand knew from its experience in the Americas that people who bought into the philosophy of dirt being good, bought into the brand.