OMO/Surf Excel/Rinso/Breeze: Dirt is good - The value of dirt

OMO, Surf, Rinso and Breeze are a franchise of detergents owned by Unilever in Asia; the brand name varies between countries.

OMO/Surf Excel/Rinso/Breeze: Dirt is good - The value of dirt

Brent Gosling and Ranjit Jathanna

Campaign details

Brand owner: UnileverAgency: Lowe and Partners SingaporeBrand: OMO/Surf Excel/Rinso/Breeze ('Dirt is Good')Countries: Pan Asia (including India, Thailand, Indonesia and Vietnam)Channels used: Cinema,Events and experiential, Internet - general, Magazines - consumer, Newspapers, Online video, Other and ambient media, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Radio, Sales promotion, TelevisionMedia budget:Over 20 million

Executive summary

How giving dirt a 'value' grew sales tenfold in Asia

This...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands