Unilever's biggest detergent brand OMO (AKA Persil in the UK) was undergoing a brand refresh in December 2013 and (having done a similar job for Persil) I worked for UK language consultancy The Writer on putting together several options for the brand's core claims for its Sky Plus hand-wash product.
We took the various "territories" proposed by the client and added a few of our own that we thought worthy of exploration.
Bearing in mind that the words would be translated into many languages across Unilever's international markets, I kept the wording of the claims as direct and uncomplicated as possible.
The focus was on "stain removal" and improvements made through product development, backing up the core brand message of "superiority". Here are a few samples:
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