OMO: OMO Tag

Laundry detergent brand OMO used online video and sampling with a difference to communicate its stain removal message to mums in Lebanon.

Campaign details

Brand: OMOBrand owner: UnileverLead agency: TBWA\RAADCountry: LebanonIndustries: Laundry productsMedia channels: Online video, Product samplingBudget: Up to 500k

Executive summary

The OMO brand had won the hearts of consumers, but the love was struggling to translate into business in Lebanon. OMO was behind on a key brand attribute: stain removal.1 Puzzling, but understandable. Consumers are constantly bombarded by a sea of clichéd before-and-after demos that claim stain removal, hence they grew sceptical and immune to the messaging.

Around 78% of consumers want to try a...

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