Persil is a household name in the UK, with strong brand power driven by its difference. But brand meaningfulness, the emotional connection that makes people feel a brand is for them is slipping. And in a category where trust and relevance are everything, that’s a problem.
6 in 10 girls avoid playing sport because they fear period stains. Meanwhile, the female athletes they admire don’t want to be reduced to their periods, they play through all kinds of stains, including blood, every single day. But while sweat, mud, and even blood from cuts are seen as marks of resilience, period stains are still treated as something shameful.
For women in sport, period stains are an inevitable part of the game, just like grass, mud, sweat, and other blood stains. And yet, there’s a double standard for blood stains, they mean different things depending on where they are. Period stains are still considered a mark of shame, while the others are marks of courage, resilience and bravery. At Dirt Is Good, we believe that every stain should be a part of the game, and it’s time this limiting taboo is washed away for good. That’s why we’re partnering with Arsenal and the local community to get more girls playing and staying in sport, cycle after cycle, wash after wash.
