After establishing the "Dirt Is Good" positioning and emotional credentials from 2004 to 2007, detergent brand Omo had managed to differentiate itself from the rest of its category and resist the commodification trend through creating loyalty among its customers.
OMO: Whiteness Campaign – Snow
The 2010 Warc Prize for Ideas and Evidence was created to identify case studies that demonstrate success against four criteria: strategy, integration, results and innovation. The competition, which was open to entries from...