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, Unilever’s OMO decided to disrupt in-store sampling by moving away from supermarkets and taking its product to people’s clothes, before they go out and get dirty.
The OMO Tag, made completely out of OMO detergent, is a completely water-soluble tag that can be placed inside the washer. One tag is enough to remove the dirt of three garments. To kickstart the sampling, OMO partnered with Sports 4ever, Beirut’s largest chain of sporting merchandise, which 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 Tag reinforces OMO’s “Dirt is Good” brand purpose, encouraging families to embrace real-life experiences,” says 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.