Now Screen releases campaign for OMO Dilute with Rozz Switzer

Now Screen has released a campaign for Unilever’s OMO Dilute.

Last month, Now Screen launched a campaign for Pine O Cleen and Glen 20.

The announcement:

The launch of OMO Dilute at Home marks another positive step in Unilever’s mission to achieve Net Zero emissions from all its products by 2039.

Most laundry liquid is over 50% water. Which means you need bigger bottles, bigger containers, bigger trucks and bigger muscles to cart it all over Australia and all the way home.

Why not let people add their own water at home and just provide the active laundry ingredients in a smaller, more manageable 665g bottle which uses 50% less plastic and 70% less water in production? That’s exactly what Omo Dilute At Home seeks to do.

“You end up with the same 2 litres of OMO liquid. You get the same great OMO cleaning power and exactly the same number of washes. All with less plastic and less water used during production,” explained Lorna Ash, Marketing Director Homecare at Unilever.

“It’s 100% recyclable, lighter, easier to carry and better value. It’s a no brainer.”

This is all part of Unilever’s ambition to improve the health of the planet and reimagine the future of cleaning. Last year, Unilever launched its Clean Future programme to transform the way cleaning and laundry products are created, manufactured and packaged, and give people superior, affordable experiences, as well as the peace of mind that they are kinder to the planet.

The only problem? Unsurprisingly, OMO Dilute at Home looks really small on shelf. And for consumers who are so used to comparing price per grams, this can be confusing.

“Even the most environmentally friendly products still have to make sense to the consumer in terms of efficacy and value,” said Mark Silcocks, CEO Now Screen.

“The OMO team explained to us that even though it ticked all the boxes on less waste and convenience, on shelf it was hard for consumers to make the value equation. Effectively they are paying a little less for something which looks a lot smaller and at the point of purchase in a busy supermarket, there can be a disconnect.

We needed to make people realise that the little 665g bottle is exactly the same as a full size 2 litre bottle. So, it’s actually even better value because you end up with the same amount of laundry liquid for less money.”

Andrea Marinoni, Marketing Manager Homecare at Unilever, added: “We have an equity campaign talking about the more holistic environmental benefits and we felt that ‘Whatsnew? – where you see it first’ was the ideal vehicle to help announce the news and educate consumers to make it clear that a little bottle of OMO Dilute at Home is just a big bottle in disguise.”


The campaign will run on FTV and digital.

Client: Unilever
Lorna Ash, Marketing Director Homecare at Unilever
Andrea Marinoni, Marketing Manager Homecare at Unilever
Joanne Zhong, Brand Lead ANZ Homecare Unilever
Creative Agency and Production Company: Now Screen
CEO: Mark Silcocks
Client Service Director: Colin Murace
Global Creative Director: Dana Holder
Senior Writer: Mardi McConnochie
Global Producer: Tania Templeton
Producer: Renata Macri
Director: Jason Wingrove
Editor: Esteban de la Concha
Sound: Mark Gluhack

Source: Now Screen media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.