Campaign details
Brand: OMOAgency: Mindshare
Strategy
OMO has always been the market leader in Vietnam for fabric detergent, with almost perfect score for total brand awareness. However, the new product variant "OMO Gentle on Skin", catering specifically to moms with small babies, struggled to establish a strong proposition.
Target Audience
These young moms were part of the growing culture of nuclear families in Vietnam since young members of the families leave their homes for the big cities to establish their careers. In Ho Chi Minh and Ha Noi, over 60% of the population arrives from smaller towns,...