Changing behaviour with just one scoop

David Stretch, Martine Miller, Liz Armstrong

The advertising objectives was ' to build awareness leading to trial of Omo Micro by creating the expectation that the product delivered superior results, coupled with convenience and environmental benefits'.

Changing Behaviour with Just One Scoop: The Launch of Omo Micro

David Stretch Martine Millerand Liz Armstrong

BACKGROUND

The market

In 1991 the laundry detergent market was made up of the more traditional laundry powders (accounting for 68% of the market) and laundry liquids. Laundry liquids reached their peak in 1988 at 25.4% and have since fallen back to 22% in 1992.

The market as we define it splits into premium brands, value brands and house/no frills brands. Omo is categorised as a premium brand. In recent years this premium sector had lost share to the value...

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