Campaign details

Brand: OMO
Brand owner: Unilever
Lead agency: TBWA\RAAD
Country: Lebanon
Industries: Laundry products
Media channels: Online video, Product sampling
Budget: 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 product before purchasing.2 But they also find supermarket sampling 'annoying' and 'intrusive'.3 To overcome this, we reinvented sampling.

Introducing OMO Tag. A clothing tag entirely made out of OMO detergent and 100% soluble. Placing it on sports jerseys in Sports 4ever stores across Lebanon, we got to clothes before dirt did. By choosing a shopping moment that mums and their kids love, we avoided annoying them in supermarkets, and enabled them to try OMO for themselves and see its superior power.