Unilever (Wisk) "America Needs Dirt" Campaign
Featuring Cal Ripken, Jr.

Client Objectives
Unilever was looking to increase sales and awareness for Wisk Laundry detergent.

Using a campaign to encourage kids to “get dirty”, Wisk needed a spokesperson to tie the company to dirt.

Reinforce brand positioning- Wisk detergent's unparalleled stain-dissolving power.

Steiner Sports Solution

The Steiner team developed a list of professional athletes whose uniform was always covered in dirt from diving for ground balls.

Steiner helped team up Unilever with baseball superstar Cal Ripken, Jr. to promote their campaign.

“America Needs Dirt” Program

Using baseball legend Cal Ripken Jr. as the ‘brand ambassador,’ Ripken supported Wisk’s “America Needs Dirt” advertising campaign.

‘Win a Dream Field from Wisk’ was a national consumer contest. The winning team received a ball field makeover for their hometown or personal visit from Cal Ripken Jr. Other prizes were given out as well.

“America Needs Dirt” Results

The promotion was supported by the following:
Two national FSIs.
Targeted direct mail.
Internet, promotional print.
Trade programs.
PR efforts including satellite and radio media tours.
Personal appearances by Ripken.