OMO Sensitive: Tough on Stains. Gentle on Skin.

Laundry detergent brand OMO Sensitive adopted a multi-channel approach in Saudi Arabia and the UAE to win share and boost take-up among new mothers.

Campaign details

Brand: OMO SensitiveBrand owner: UnileverLead agency: FP7 McCann DubaiContributing agency: Magna DubaiMarket: Saudi Arabia, United Arab EmiratesIndustries: Laundry productsMedia channels: Merchandise & free gifts, Online display, Online video, Point-of-purchase, in-store, Product sampling, Search marketing, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

In a growing category, driven by the 'sensitive skin' segment, we needed to attract mum shoppers to buy laundry detergent brand OMO Sensitive.

We focused on an untapped segment and the untapped truth that parents rarely think...

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