Detergent campaign praises dirt

06/14/2004 | Advertising Age (tiered subscription model)

Unilever wants kids to get dirty again. Teaser ads on billboards near playgrounds and ballparks directing viewers to americaneedsdirt.com are meant to kick off an innovative campaign for Wisk laundry detergent. Consumers will be able to collect "Wisk points" to win a visit from former Baltimore Orioles shortstop Cal Ripken Jr.

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