Unilever and OMO Hit the road

With the ever looming glum economy. Brands need to start getting down and dirty (excuse the pun). OMO which is a product of Unilever have taken to the street on an activation. Which aims to not only reward loyal customers, but also to prove how great their latest addition is with one on one face time with its potential customers. In our opinion activations are still one of the effective ways of bringing a new product to market. As the brand can actively engage with the market personally. It really adds an extra dimension to advertising and marketing a product.


Whilst consumers continue to feel the financial pinch, FMCG giant Unilever is apparently pulling out all the stops to seemingly ensure the consumer’s experience of doing laundry is affordable, effective and requires supposed minimal effort.

The OMO brand team has embarked on a countrywide roadshow to perform washing demonstrations which will highlight the tough stain fighting capabilities of the Power of 10 Hands – the latest addition to the product shelves.

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With the community at the heart of its operations, the activation will include a series of competition giveaways until December to reward customers for their loyalty.

According to claimed statistics, every day, two billion people use Unilever products to look good, feel good and get more out of life. Unilever boasts more than 400 brands in 190 countries and is seemingly well positioned to work with consumers to make sustainable living commonplace.

“The re-launch of OMO handwashing powder – now with the Power of 10 Hands – was motivated by the need to provide consumers with a premium product in an environmentally-friendly package and deliver a fast acting formula to remove the toughest stains, said Adley Reddy, OMO Brand Building Manager.

“The objective is to reduce the time and effort required to do laundry – which more often than not can be tedious and unpleasant – and free up more quality time for consumers to dedicate to their family and other important life tasks.”

He said the initiative formed part of the OMO Ready for Life campaign which aims to unleash human potential.

“We believe it is imperative for children to express themselves through outdoor activities. Getting dirty through hands-on learning is critical in preparing our children for tomorrow.

“By embracing the outdoors more often, children develop key skills that will enhance their confidence, thereby contributing to their future success.”

OMO has a 52-year legacy of providing innovative products in South Africa. The value proposition for consumers is to manufacture products that will offer exceptional quality, goodness and value for money.

“Innovation is at the heart of everything we do for our brands. Our products have been recognised for excellence in innovation by the industry numerous times. We have a team of scientific experts around the world looking at technologies that will continuously improve our offerings and the consumer experience,” said Reddy.

“Our products have been known to meet the changing needs of consumers of all income levels and demographics and hence, this has increased loyalty towards our products and contributed to the steady growth we have experienced in the market.

“The roadshows will bring us closer to the communities we serve and afford us the opportunity to give back to them.”

Up for grabs is a share of R2million worth of instant airtime with an opportunity to be entered into a weekly draw to win one of 10 smartphones.

Simply purchase a 2kg OMO hand washing powder or a 1.8kg/2kg OMO Touch of Comfort powder and dial the USSD code inside the pack to enter the draw. Entry in the competition is free.

For more information visit – www.unilever.com