24th April, 2012
Omo, a leading laundry detergent brand from the stable of Unilever Nigeria Plc, has concluded plans to unveil a new improved Omo to commence the celebration of the golden jubilee of the brand in Nigeria.
Apart from unveiling a new improved Omo in terms of packaging, quality and other enhanced features, the brand would also be rewarding loyal consumers who have kept faith with brand in the last 50 years and also unveil a new communication material that would bring back the nostalgia that is associated with laundry brand.
Marketing Director of Unilever Nigeria, Mr. David Okeme, told journalists that “Omo is known for empowering Nigerians from all walks of life and it is interesting to know that the brand is clocking 50 years in the market and at the same time getting set to reward Nigerians with new improved product that would continue to protect their fabric and also empower them.”
Omo has been involved in so many mind-blowing marketing and media campaign to bring the attribute of the brand. Get dirty campaign is one that really rocks the detergent market and reposition the brand amidst competition.
According to Okeme, “A mother wants a child that shows the following – kindness and compassion, courage, good initiative and manners, honesty and integrity, respect, determination, self-confidence and self-respect, teamwork and creativity of thought, because these attributes help with everyday problem solving and ability to laugh things off.”
These values, according to him, lay the foundation for a good human being.
He noted that “though stains are inevitable in our quest for success; Omo detergent powder is readily available to remove hard dried-in stains.”
The concept, Dirt is Good with a string line; Omo Door-to-door challenge anchored by Segun Arinze, a popular Nollywood actor, touched down in Ankpa ward, which later shifted base to Court 5, North Bank as a result of demand by consumers to participant in the challenge, where the brand was put to test to determine it’s activeness on tough stains like charcoal, grass and mud.
However, in 2008, when Unilever Nigeria Plc, brand owners of Omo introduced the concept, some brand watchers had thumped down the ad copy on the premise that dirt can never be good, others concluded that the message of the ad is leaned on the basis that it is only Omo that can wash off dirt sustained in the course of work.
The current Omo TV campaign, where a school boy is determined to catch a hen for the grand mother, without minding the dirt sustained, lends credence to the ad copy. In knowledge build up, especially for children, Unilever in the ad was underscoring determination. For the set goal to be realised, there must be dirt in the process, the TVC had emphasised. The TVC, perhaps, is a strategic campaign to instil in parents the essence of allowing their children to develop through exploration.
—Henry Ojelu