Toto Chan–Girl by the Window is reputed to be the largest-selling Japanese book of all time. Written by Tetsuko Kurayonagi, a TV personality, it is a charming story about her childhood in post-World War II Japan. She attended a small school called Tomoe Gakuen that had some unique practices that made the children fall in love with the school and its principal. One such practice was that children should come dressed in their oldest set of clothes. Why? Well, the school encouraged them to play in the dirt and sand. Clothes could get dirty and may even tear.
As I was reading this delightful book, I was reminded of the Unilever’s Persil ‘Dirt is Good’ campaign, now in its 13th year. In India, the campaign was adapted for another Unilever brand Surf and the line was the evocative ‘Daag Ache Hain’. Just as the kindly principal of Tomoe Gakuen, Surf wants parents to encourage their kids to get their clothes dirty by playing in the open. Because Surf had the detergent power to remove the deepest of deep stains and dirt.
Surf and Persil are good examples of a brand that has transcended from rational and emotional benefits to a purpose-driven campaign.
Why are purpose-driven brands becoming more and more important?
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