"Dirt is good," according to 'OMO Detergent' and the Neogama BBH ad agency that launched this campaign. By smearing each poster with known color-staining culprits like mud, clay and paint, a very simple message is conveyed when white figures appear clearly amidst the mess.
The 'OMO Detergent' campaign encourages sport, art and any other fun activity, despite the consequent soiling of garments. This brand communicates an unblemished confidence that it can tackle any stain.
Cleaning Agent Messvertising
The 'OMO Detergent' Ads Clean Up
Trend Themes
1. Messvertising Trend - Ad campaigns that use mess as a creative tool to convey simple messages.
2. Brands as Confidence Boosters Trend - Brands that market their products as a solution to boost consumer confidence.
3. Promoting Fun Activities Trend - Brands that promote fun activities while acknowledging the potential for garment soiling.
Industry Implications
1. Detergent Industry - The detergent industry has an opportunity to use innovative marketing campaigns that use mess as a creative tool.
2. Fashion Industry - The fashion industry has an opportunity to work with detergent brands that promote unblemished confidence to boost consumer confidence in their garments' durability.
3. Art and Sports Industries - The art and sports industries have an opportunity to collaborate with brands that use messvertising to promote their activities and products.