OMO TAG | Unilever


Detergent brands have been doing sampling in the same way for years – in Lebanon and across the world. To overcome the difficulty of grabbing people’s attention at traditional shopper marketing points and reinforc its “Dirt is Good” brand purpose, Unilever’s OMO decided to disrupt in-store sampling by moving away from supermarkets and taking its product to people’s clothes, before they go out and get dirty.

The OMO Tag, made completely out of OMO detergent, is a completely water-soluble tag that can be placed inside the washer. One tag is enough to remove the dirt of three garments.

Case Study



2019 Shortlist x3 / Cannes Lions / Brand Experience & Activation (2), Media
2019 Grand Prix / Dubai Lynx / Brand Experience & Activation

2019 Gold / Dubai Lynx / Outdoor

2019 Silver x 2 / Dubai Lynx / Brand Experience & Activation, Outdoor

2019 Bronze x 2 / Dubai Lynx / Outdoor, Direct