OMO: Play more, learn more

OMO, the South African detergent brand, built a campaign encouraging messy play as a developmental aid, adapting its marketing strategy to the demands of the coronavirus pandemic.

Campaign details

Brand: OMOLead Agency: Oliver Marketing (Ustudio)Region: EMEA



Play is one of the most important ways in which young children gain essential knowledge and skills. - Unicef Foundation. OMO's brand purpose is to 'make dirt a proud mark of a life fully lived'. When children engage in messy play they are learning skills necessary to maximise their future well-being.

Target Audience

7 out of 10 children are involved in an early learning programme BUT Only 3 in 10 are developmentally on track for their age. In early 2020, we piloted the OMO...

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