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.
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.
This professional campaign titled 'OMO Tag' was published in United Arab Emirates in January, 2019. It was created for the brand: OMO Detergent, by ad agency: TBWA. This Ambient medium campaign is related to the House, Garden industry and contains 4 media assets. It was submitted almost 5 years ago.
Advertising Agency: TBWA\RAAD, Dubai, United Arab Emirates
Chief Creative Officer: Walid Kanaan
Executive Creative Directors: Manuel Borde, Fouad Abdel Malak
Art Directors: Pedro Velasquez, Oswaldo Sa
Copywriters: Leonardo Konjedic, Tarik Frank