While consumers' purchasing power declined, OMO had two goals: to show value for money and refresh its 20-year "Dirt is Good" legacy with new energy.
In Turkey, 7 out of 10 people still use powder detergent and struggle with tough dried stains. OMO introduced its new formula and packaging, effective even on stains dried for 72 hours in the first wash. OMO embraced tough stains like blood, sweat, and mud from sports with the message "You keep playing; dried tough stains are entrusted to OMO." The new campaign film told stories of three athletes' endurance and unyielding spirit, supported by influencer marketing.