Many Stains Come Before The First Win: Unilevers OMO marks breakthrough liquids relaunch in Vietnam with fresh new campaign Marketing Communication News [Video]

The campaign, featuring the brand’s first ever 3D billboard activation, celebrates resilience and the stains gained on the path to success

Unilever’s global laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the re-launch of its liquids portfolio in the market. The campaign, “Many Stains Come Before The First Win” is the first local expression of Dirt Is Good’s new Play On strategy, which takes the brand into the territory of top performance by championing the value of sports to unleash human potential and drive personal growth, determination, and resilience.

In partnership with lead creative agency, MullenLowe Singapore, the campaign encourages kids and parents not to give up at the first disappointment, and to embrace stains as part of play, learning and success – rather than being seen as a sign of bad behaviour. In a deliberate countermove to the under-representation of girls playing sport …