Background and Context
OMO is the market leader in Vietnam's laundry detergent market, but has recently been losing market share to mainstream and lower-tier brands. To ensure their strong leadership, OMO wanted to solidify their equity through engaging emotionally with consumers via their purpose-led brand proposition 'dirt for good'.
Since Tet (Vietnamese New Year) is the time of the year when people are inspired to embrace new beginnings and make positive changes, OMO was presented with a window of opportunity to connect with consumers and inspire them to make a difference in the world. By aligning their purpose with Tet,...