In addition to merchandising, the brand’s strategy, created by MullenLowe Brasil, included a commercial in “pantans”
The new formula of ‘Omo Lavagem Perfeita’ received special attention from Unilever and even gained the Pantanal accent. The disclosure took place in the soap opera Pantanal, by Globo, on Monday night (05), where the product was chosen by Zefa, Fil and Maria Bruaca, on Z Lencio’s farm, and by Zuleica and Marcelo, on Tenrio’s farm.
In addition to merchandising, the brand’s strategy, created by MullenLowe Brasil, included a commercial in “pantans” to reinforce the benefits of the new product formula, which hit the market in mid-June this year.
At the same time, Omo also sought to participate in the trend on social networks where users speak with the “pantans” accent and created a special packaging, “OMO Lavagi Perrrfeita”, activated with celebrities and influencers – not to be commercialized. Also in digital, the brand’s investments rely on the reaction of celebrities such as Dira Paes, Tadeu Schmidt and Julio Rocha.
“The idea of entering the Pantanal Universe came to organically and spontaneously reinforce the main attribute of the new Omo Perfect Wash, which leaves no soap residue on the clothes after washing. And this in a format that generates a lot of identification and approximation with the public”, says Vinicius Menezes, Senior Marketing Manager Omo.
