How do you navigate that balance then between maintaining this sort of consistent global brand identity and, and everything you've just mentioned, but also adapting to local consumer preferences? A-are there any real challenges there, uh, and how, how to sort of overcome them?

Yes, there are many challenges [laughs].

Um, what we do is we hold on to the heart of the brand, the idea of Dirt Is Good.

I like to say that the idea is sacred, so nobody can touch it.

Uh, but what we do is we flex the story depending on culture.

A good example, from the beginning, we knew that Dirt Is Good could only succeed if we understood and respected the values of each community that we would engage.

And through extensive research, I think fifteen years ago, we uncovered a consistent insight across markets such as India, Pakistan, China and Vietnam.

Do, do you have, uh, any examples, maybe that one or another one, that you feel truly captured the essence of Dirt Is Good and, and had that sort of reson- uh, it really resonated glo-globally?