Action developed by Soko took place on this Tuesday’s episode of Masterchef Brasil (5)
Omo put chef Henrique Fogaa and presenter Ana Paula Padro in the kitchen to present the brand’s new product, Omo Ultra Power.
To put the launch to the test, OMO will promote an action in partnership with Masterchef Brasil and developed by Soko in the episode that will air this Tuesday (5) with the preparation of a recipe that will dirty the duo’s apron.
The battle will begin during the program and unfold on social media, where the audience will be able to see the dispute and the results of both the recipes and the 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”, said Giovanna Gomes, CMO of the brand.
On social media, a team of influencers composed of Preta Demais, Cleytu, Cris Dias followed and commented on the challenge on X (formerly Twitter) with the public. Furthermore, names like Mari Maria, Rafael Barbosa, Alexandra Gurgel and Ravi Leite also got their hands dirty and dirt-proofed the apron with Omo Ultra Power.
“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”, said Andy Dutra, Creative Leader at Soko.
