Household & domestic

Article • WARC Category Intelligence, June 2018

Global strategies, campaign updates and trends in the laundry products category.

Case Study • Tahaab Rais, Anna Sadykova, WARC Prize for MENA Strategy, Shortlisted, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

Unilever (Household and domestic)

Article • Euromonitor Profiles, June 2019

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Omo, Persil, Surf and Cif/Jif.

Tide: It's A Tide Ad

Case Study • Cannes Creative Lions, Gold, Creative Effectiveness Lions, 2019

Tide, a laundry detergent brand, grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it's got to be a Tide ad.

Ecover/Rubbish Café: Pay for your meal with a piece of plastic waste

Case Study • Marketing Society UK, The Brave Awards, Highly Commended, 2019

Ecover, a Belgian cleaning products company, drove engagement by highlighting the environmental damage of plastic and companies’ responsibility for designing recyclable products.

How VR can inform scent research

News • 16 May 2019

Firmenich, the Swiss fragrance and flavour company, has developed a novel research use for VR, deploying it to useful effect in consumer tests for laundry detergent scents.

The world's best FMCG campaigns and companies 2019

Rankings • Rankings Articles, May 2019

Looks into which FMCG campaigns, along with the agencies that have worked on FMCG campaigns, have performed best over the past year.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

OMO: The Right to Play

Case Study • Tahaab Rais, Anna Sadykova, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Detergent brand OMO took a multichannel approach to create a regionally relevant approach to its 'Dirt is Good' philosophy and increase share, value and sales volumes in the United Arab Emirates.

OMO: Less screen time, more play time

Case Study • Soumya Ranjan Panda, WARC Awards, Shortlisted, Effective Use of Brand Purpose, 2019

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and OOH advertising.

OMO: OMO Beacons

Case Study • Paula Vergara, WARC Awards, Entrant, Effective Innovation, 2019

OMO, a leading brand in detergents, increased in-store sales of its products in Chile by utilising geolocation technology to deliver relevant and contextual messages in real time via mobile apps.

How Firmenich utilised VR for smell research

Article • Brian Carruthers, Event Reports, IIeX Conference, February 2019

By using VR to immerse research participants in an appropriate context, fragrance firm Firmenich believed it could gather better quality data.

OMO: The dullest ad in history for the least active kids in history

Rankings • WARC Media 100, 2019

OMO, the laundry detergent brand, changed attitudes towards dirt and increased sales by going against a market that prioritised cleanliness above all else.

Tide: It's A Tide Ad

Rankings • WARC Media 100, 2019

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it’s got to be a Tide ad.

Surf Excel: Giving The Fight Against Dirt A Karmic Perspective

Rankings • WARC Effective 100, 2019

Surf Excel, a premium laundry detergent, embraced being dirty in India where dirt was scorned upon.

OMO: Not another Tide ad

Rankings • WARC Effective 100, 2019

OMO, the laundry detergent brand, changed attitudes towards dirt and increased sales in the Middle East by going against a market that prioritised cleanliness above all else.

Tide: It's A Tide Ad

Rankings • WARC Creative 100, 2019

Tide laundry detergent grew consumer loyalty in the US by hijacking popular and traditional ads with the message that if there are clean clothes, it’s got to be a Tide ad.

Unilever's OMO Tag: An innovative twist on sampling

Opinion • Chiara Manco, February 2019

Unilever-owned OMO launched a water-soluble clothes tag made from laundry detergent that will be added to sports outfits on sale in Lebanon.

Omo: OMO Beacons

Case Study • MMA Smarties, Finalist, LATAM, 2018

Omo, a laundry products brand, created a targeting campaign in supermarkets in Chile that sent messages to consumers' phones when they were in specific aisles to increase sales of its products.

Ala: Ala Life Stains

Case Study • MMA Smarties, Gold, LATAM, 2018

Ala, a laundry detergent brand, reinforced an emotional bond via personalised mobile ads for the Argentinian market.

Breeze: Real-time multiscreen sync

Case Study • Loren Saguil, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Breeze, a laundry detergent brand in the Philippines, leveraged its audience's penchant for second-screening in the launch of its new variant, Rose Gold Perfume.

OMO: Less screen time, more play time

Case Study • Thuy Luong, WARC Media Awards, Bronze, Effective Use of Tech, 2018

Detergent brand OMO created a campaign to get mums in Vietnam to spend less time on their phones and more time with their kids in summer, using TV, digital and out of home advertising.

OMO Father's Day

Case Study • MMA Smarties, Silver, South Africa, 2018

OMO, a laundry detergent brand, created an emotional video for Father’s Day to increase brand awareness and brand love in South Africa.

Calla: Fresh Mo Girl

Case Study • Bryan Siy, Issa Ignacio, Paolo Broma, WARC Prize for Asian Strategy, Entrant, 2018

Detergent brand Calla used a celebrity endorsement campaign to raise awareness of its offer and increase market share in the Philippines.

Unilever Top Sellers

Case Study • MMA Smarties, Gold, South Africa, 2018

Unilever, the consumer goods company, launched a Top Sellers mobile programme to reach its traders in South Africa.