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: 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. 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.

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