Embrace the extraordinary with OMO

OMO, a laundry brand owned by Unilever, increased its market share in China by showing millennial women many different life experiences in order to encourage them to forget the fear of getting dirty.

Campaign details

Brand: OMOAgency: PHD ChinaCountry: CHINA

Marketing Context

Laundry detergent has long been a tough battleground for marketers – brands clawing for share and margin, with relatively little product innovation and differentiation. OMO's Dirt Is Good advertising approach, in place for almost 15 years, had been replicated and mimicked by local Chinese brands for years, and communication was lacking real distinction.

  1. OMO is a challenger brand with much smaller communication budget.
    • Laundry detergent category in China is dominated by local brands. OMO's share of market as well as share...

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