Omo: Take Dirt to Give Dirt

Global laundry brand OMO increased brand love by expanding its 'getting dirty is good' philosophy with an awareness campaign focused on the importance of water-based life-saving skills, to highlight the number of drowning incidents in Vietnam.

Campaign details

Brand: Omo/UnileverAgency: Clickmedia Vietnam

Strategy

In Vietnam's detergent market, OMO has been the market leader for years. As a leader and a Brand of Purpose from Unilever, OMO believes that "Dirt Is Good", and that every child should have the freedom to play, learn and grow through tactile and real experiences.

Making extra efforts to ensure that Vietnamese children had a safe environment to play and grow, we were astounded by the fatal drowning rate of Mekong Delta children and the fact that only 35% of children in the Mekong Delta could swim (Ministry of...

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