In the launch of ‘OMO Ultra Power’, a liquid soap with five times more stain removal technology, the brand proved the effectiveness of the product in a partnership with the Masterchef Brazilculinary program of Band. With the participation of Ana Paula Padro and Henrique Fogaa, the action of OMO aired in last Tuesday’s episode (5), with the preparation of a recipe that left a lot of dirt on one of the most iconic items of the program and of every cook: the apron.
With creative development via agency THE MARKETthe duo of reality, at the brand’s invitation, received the apron and ingredients to show the action of the 5x stain removal technology, especially in the kitchen. The battle took place during the program, and unfolds on social media, where the audience can see the full dispute and the results, both in terms of recipes and aprons.
”We chose Masterchef to communicate our product because we know that the program’s apron is a sacred piece and deserves extreme care. OMO Ultra Power highlights this in this new campaign, inviting people to live life in Ultra mode as the product’s high performance brings Ultra Cleaning with Ultra Care. And nothing better than showing this in a program that really puts people (and dirt) to the test”, says Giovanna Gomes, CMO of the brand.
On social media, a team of influencers such as Mari Maria, Rafa Uccman, Ravi Leite and Moiss Batista simultaneously followed and commented on everything on X, formerly Twitter, with the public. Furthermore, the squad He also got his hands dirty and dirt-proofed the apron with OMO Ultra Power, reproducing a recipe worthy of Masterchef.
“Understanding the mission of launching OMO Ultra Power, we set out in search of an entertainment context in which stories of ultra dirt were natural and which were already connected to an engaged fandom on social media to enhance the conversation proposed by the concept. Instead of interrupting the community’s fun, the partnership was a way to convey the message of the new product without interrupting the programming, but rather adding an extra challenge for those who love watching the program”, says Andy Dutra, creative leader and the Market.
OMO Ultra Power has five times stain removal technology, provides ultra cleaning with ultra care, ensuring delicacy with softness and perfume. It is a liquid detergent that improves the performance of all liquids launched by the brand so far, as it keeps the colors of fabrics vibrant and removes the most difficult stains such as olive oil, oil, tomato sauce, among others.
“To amplify this OMO action, we invested in unfolding the merchandise in the program into a digital experience on X, with the support of a squad of influence with great relevance on the platform, with a focus on awareness e talkability, giving the public even greater visibility of ultra power attributes through real experiences from this influencer, who will also test the product’s efficiency”, comments Fabola Ribeiro, broadcaster leader and the Market.
It is a major innovation in the category and reflects an important technological development process, which resulted in a product that delivers the ultra cleanliness of soap in the ultra care of liquid soap. The new feature is a big step for the brand, as it is different from anything the brand has in its portfolio and combines important attributes of the category in a single product.
OMO is one of the most iconic powdered soap brands in the country and associating its name with a gastronomy program as recognized as MasterChef Brasil shows the strength and power of two quality brands in the same marketing action. The result will certainly please everyone! says Fernanda Abreu, VP of Licensing at Endemol Shine Brasil.
Discover gastronomy with #OMOUltraPower! Ultra in cleaning and ultra in care with an irresistible scent. New advanced formula with five technologies to remove even the most difficult stains. Ultra cleaning and ultra care @OMObrasil! #MasterChefBR #OMOUltraNoMasterChef pic.twitter.com/kSE1FzlWMN
MasterChef Brasil (@masterchefbr) December 6, 2023
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