Omo: Making dirt good in the Middle East

In the Middle East, OMO, a detergent brand, promoted the idea that 'dirt is good' to encourage parents to allow their children to play outdoors and to use OMO to clean stains afterwards.

Campaign details

Brand: OmoBrand owner: UnileverEntrant company: FP7 McCann, DubaiMedia: FP7 McCann, Dubai / Magna Global, DubaiMarket: Middle East & AfricaSector: Laundry productsMedia channels: Content marketing, Events & experiential, Livestreaming, Online display, Online video, Outdoor, out-of-home, Search marketing, Social media, Television, Websites & mcirosites, Word of mouth, influencersBudget: 1 - 3 million

Executive summary

In the Middle East, the biggest factor influencing detergent purchase, is stain removal. OMO was very effective at stain removal, but wasn't known for it, compared with heritage behemoth brands: Ariel...

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