OMO: Post-Credit Wash

Detergent brand OMO piggybacked on the Marvel film franchise's famous post-credits scenes to boost sales and appeal to millennials in Lebanon.

Campaign details

Brand: OMOBrand owner: UnileverAgency: TBWA\RAADMarket: LebanonIndustries: Laundry productsMedia channels: Cinema, Sales promotionBudget: Up to 500k

Executive summary

In Lebanon, millennials are the biggest chunk of the population and they pay no attention to detergent brands. They simply buy what their mums buy.

For OMO to capture their attention and create affinity and relevance with this important audience, it launched the Post-credits Wash: a series of branded short films that allowed OMO to be part of the Marvel Cinematic Universe, yet bypass the exorbitant copyright costs...

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