The Brazilian detergent brand Omo has developed a unique marketing technique in which Omo's logo appears right when consumers need it most.
This campaign tapped one of Brazil's most popular soccer teams, Corinthian, and equipped the players with jerseys that have been infused with hydrochromic ink. This ink only becomes visible once the players start to sweat, revealing the detergent brand's logo.
In a statement, Giovanna Gomes, the marketing director of Omo said that "The brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people."
Sweat-Revealing Detergent Ads
Omo's Logo is Revealed When Players Sweat Through Their Jerseys
Trend Themes
1. Hydrochromic Ink Marketing - Using hydrochromic ink to create interactive advertisements that only become visible when triggered by specific conditions, such as sweat.
2. Innovative Sports Team Partnerships - Collaborating with popular sports teams to create unique and attention-grabbing marketing campaigns that resonate with fans.
3. Brand Association Through Interactive Experiences - Creating memorable moments and forging stronger connections with consumers by aligning a brand with activities that evoke emotion and excitement, like sports.
Industry Implications
1. Detergent Manufacturing - Opportunity for detergent manufacturers to explore the use of hydrochromic ink in their marketing campaigns to engage consumers in a unique and interactive way.
2. Sports Marketing - Potential for sports marketing agencies to seek out partnerships with brands to create innovative and attention-grabbing campaigns like the Omo sweat-revealing detergent ads.
3. Advertising and Branding - Opportunity for advertising agencies to develop creative and disruptive concepts that utilize interactive experiences and trigger specific reactions from consumers.