How to build a laundry detergent brand

UK laundry detergent brand Persil have taken an approach that creatively works very well.

In the hierarchy of product categories that a young marketer would dream about working on; there will be desirable categories (like cars, tech and video games). There will be undesirable categories (like pet food and deodorant). Then there's 50ft of crap that nobody wants to touch...and then you get laundry detergent.