How OMO Made Sampling Interesting With Soap Tags

For those dealing with laundry as a regular chore, any element of surprise goes a long way in leaving an impression. OMO manages this and more with ‘OMO Tags’. OMO Tags is a result of a partnership between the Unilever detergent brand, its agency TBWA\Raad and Sports 4Ever, a sporting merchandise stores chain in Beirut.

Calling the OMO Tag a soap tag is in some manner oversimplifying the sampling exercise. The tag is made completely out of OMO laundry detergent and is water-soluble. Users can remove the tag and directly place it inside the washer. Every tag is enough to handle up to three garments. At present, the tag has been added to sports outfit in the store.

However, the exercise also breaks away from the conventional supermarket sampling, eyeing a whole new pool of audience. This connection back to sports also reiterates the OMO brand purpose of ‘Dirt is Good’.

“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,” said Samer Anouti, Home Care Marketing Manager at OMO.

He reminded that the OMO Tag reinforces the brand purpose by encouraging families to embrace real-life experiences. OMO is an advocate of an active lifestyle for kids and grownups — this is the reason why the brand took sampling specifically to a store that fits that lifestyle.

While by nature, this is a sampling activation, TBWA\Raad has also created a film to introduce the tags on social media channels and gain amplification

CCO: Walid Kanaan
ECD: Manuel Borde, Fouad Abdel Malak
Art Director: Oswaldo Sa, Pedro Velasquez
Copywriter: Leonardo Konjedic, Tarik Frank
Motion Graphic Design: Lucas Pimenta
Managing Director: Natalia Abboud
Account Director: Diana Georges
Corporate Communications Director: Romy Abdelnour
Producer: Rouba Asmar, Randa Halal

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