The partnership consists of the launch of packaging, created by CBA B+G, which represents Brazilian rhythms
Omo and Spotify have come together to announce the launch of the brand’s new line of liquid soap, “Omo Vibes”, which has 5 different packaging and fragrances.
The items in the collection were designed to represent the most popular musical styles in Brazil, such as Pop, Funk, Electro, Sertanejo and Pagode, and the products will be sold exclusively on Amazon e-commerce. The packaging was created by CBA B+G.
We took great care in curating illustrators, as we looked for someone who had a genuine affinity with the project. The packaging art was mixed with the illustrations, resulting in a visual composition that overflows the label, evoking the movement and vibe of each musical style, added Fernanda Varnum, the agency’s Creative Director.
To further personalize the product, each musical style has a jingle that will be presented to the audience in the campaign’s commercials. Another new feature to engage the public are actions with Spotify, such as discover your vibe, a test that will be available on the streaming platform where customers can discover their ideal Omo Vibes, based on their musical preferences.
We know that nowadays consumers expect brands to provide some type of experience, something that touches them, that represents them and that has some purpose. That’s exactly what we’re doing with OMO Vibes. Listening to a song while washing clothes is a consumer habit. We want to provide this fun moment with our customers’ favorite musical styles, explained Giovanna Gomes, CMO of Home Care Americas at Unilever.
