OMO Reunion Champions

This case study describes how OMO, Vietnam's favourite detergent brand, supported family connections during the TET festival, to reconnect with consumers and improve brand equity.

OMO Reunion Champions

Jessica Smith

Campaign details

Brand owner: UnileverLeading agency: Lowe + PartnersBudget: 500k – 1 millionCountry: VietnamIndustry: Washing powder, fabric softenersMedia: Earned media, buzz; Events and experiential; Integrated; Internet - microsites; Online video; Public relations; Social media; Television; Word of mouth, advocacy

Market background and cultural context

A market leader under attack and in decline

OMO has been Vietnam's undisputed market leader among washing detergent brands; the lead is so high that the nearest competition is less than half of OMO's market share1. It's also...

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