‘Anyone can head back to the pitch’: OMO champions sporting comebacks via 303 MullenLowe
Laundry detergent brand OMO is calling adults back to the sporting grounds via a trans-Tasman campaign from 303 MullenLowe.
The brand’s latest campaign work leverages its ‘Dirt is Good’ brand position, and the tagline “Comeback again. And again”. It centres on a 30-second spot directed by GoodOil’s Dave Wood, and follows a man returning to the soccer field while free from the stresses of getting his white uniform dirty – thanks to OMO.
“This is the next chapter in the highly effective and longstanding ‘Dirt Is Good’ brand idea. Having given kids’ permission to get dirty for years, OMO is now inspiring grown-ups to get back to the pitch,” explained Jody Elston, chief strategy officer at 303 MullenLowe Sydney.
“AusPlay data reveals that participation in organised sport drops away for young and midlife adults as life gets in the way. We wanted to show that anyone can stage a comeback and remind them of the fun they’ve been missing out on.
“In today’s sanitised world, it’s refreshing to see adults enjoying the fun and freedom that comes with sport and not worrying about the dirt. And what better way to demonstrate the restorative power of OMO Ultimate than by telling the story of a middling weekend footballer returning to the pitch, albeit very briefly!”
Overall, the work was designed to reinforce OMO’s relationship with sports in New Zealand and Australia, and its cleaning capabilities.
According to Annie Lucchitti, home care marketing manager at Unilever Australia, the research that went into the campaign’s production found that New Zealanders and Australians have strong ties to sport, but there is a sense amongst many that their ““best sporting days were behind them, thanks to life’s demands, other priorities or aching bones”.
“That’s where OMO can help. Not only do we want to encourage more Aussies and Kiwis to get back to sport, but we want to help them believe that grand comebacks are within reach. Anyone can head back to the pitch – with their self-doubt washed away,” Lucchitti said.
“We love this campaign’s ability to reinforce that OMO is a product you can come back to again and again as part of your own sporting comeback.
“OMO has been demonstrating Dirt Is Good for decades, and with sport being such an integral part of ANZ’s fabric, we want to encourage people to challenge themselves again to get back into those communities and surprise themselves with what it can be in their lives at all ages.”
The campaign is running within the ANZ market on out-of-home (OOH), TV platforms and in-store. It’s also being backed by an offer from OMO “to cover sport registration fees in 2025” for people wanting to return to sports.
303 MullenLowe’s work with OMO comes almost one year after its Sydney team shared changes to its leadership team – with former managing director, Joanna Grey, being promoted to chief executive officer for Sydney; Karen Coleman being named as managing director.
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin