OMO tag
Unilever Levant
Issue 51 | June 2019
Agency
TBWA\RAAD
Creative Team
Chief Creative Officer: Walid Kanaan Executive Creative Director: Manuel Borde, Fouad Abdel Malak Associate Creative Director: Oswaldo Sa Art Director: Pedro Velasquez Copywriter: Leonardo Konjedic, Tarik Frank
Production Team
Motion Graphics Design: Lucas Pimenta Producer: Rouba Asmar, Randa Halal
Other Credits
Managing Director: Natalia Abboud Account Director: Diana Georges Background
Date
January 2019
Background
Detergent brands have been doing sampling in the same way for years, in Lebanon and across the world.
To overcome the difficulty of grabbing people's attention at traditional shopper marketing points and reinforce its "Dirt is Good" brand purpose, OMO Detergent – a Unilever product and an advocate of an active lifestyle for kids and grown-ups – decided to disrupt in-store sampling, moving away from supermarkets and taking its product to people’s clothes, before they go out and get dirty.
Idea
OMO launches a ground-breaking innovation in the world of in-store sampling: the OMO Tag Completely made out of OMO laundry detergent and 100% water-soluble, the OMO Tagdissolves into consumers’ clothes, providing an instant solution against dirt and stains.
Introducing: the OMO Tag, made completely out of OMO laundry detergent and 100% water-soluble. Just remove the tag and place it inside your washer. One tag is enough to remove the dirt of 3 garments. To kickstart the sampling, OMO has partnered with Sports 4ever, Beirut's largest chain of sporting merchandise stores, where they will soon add the tag to every sports outfit. “We are very excited to launch the OMO Tag, a first-of-its-kind innovation in the detergents category that is fun, convenient, easy-to-use and most importantly efficient in fighting dirty stains. The OMO Tagreinforces OMO’s “Dirt is Good” brand purpose, encouraging families to embrace real-life experiences”, said Samer Anouti, Home Care Marketing Manager at OMO.
Created by OMO’s agency of record in Lebanon, TBWA\RAAD, the OMO Tag is accompanied by a demo film posted on OMO’s official social pages on Facebook, Instagram and Youtube, to introduce the innovation.