OMO: Dear Mom, I Don't Like Tet

OMO, a laundry detergent brand, started a debate on Tet preparations and increased its market share in Vietnam.

Campaign details

Brand: OMOLead Agency: MindshareRegion: Vietnam

Strategy

Objective

Tet is an occasion for family members to gather, build connection and create beautiful memories together. However, behind the nicely decorated house, deliciously and sumptuously prepared meals, nobody notices the burden on the women of the family.

Target Audience

After following stringent rituals and heavy-duty preparations, she gets nothing but tiredness at the end of the day.

She struggles with the dilemma between a perfect Tet and a pure fulfilling Tet where things might not be splendidly done, but she would have her children around... to...

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