OMO Matic: Free Hands for Freedom

OMO, a detergent brand, launched a campaign in Vietnam to drive awareness, generate leads and gain market share.

Campaign details

Brand: UNILEVER Vietnam/OMOLead agency: MindshareRegion: APAC

Objectives

OMO, as the number one brand in the laundry category of Vietnam, took one step ahead in market development in machine wash. In this sub segment, OMO Matic was the leading brand, achieving strong growth in past years although the category was more competitive with more players.

The category was developing, however in Vietnam, the washing custom was still to use hand-wash detergent for machine. We identified that there was a huge potential for machine wash format.

Most of the communication in this segment were similarly...

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