HO CHI MINH, VIETNAM — Unilever’s global laundry power brand Dirt Is Good, known as OMO in Vietnam, has launched a bold new campaign to mark the relaunch 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 behavior. In a deliberate countermove to the under-representation of girls playing sport in Vietnam’s mainstream media, OMO have put a young girl getting muddy playing football at …