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Remember the phrase 'Dirt is good'?Let me take you down memory lane.The phrase was associated with the Omo brand.Infact it was a communication campaign by omo dubbed 'Dirt is Good'.Kinda controversial,right?
I remember it was in '07 and the catchphrase was met with misconceptions.Majority of the people talked about omo was encouraging dirt but did the brand mean that?Well,coming at a time when the culture of letting children go outdoors and having some fun was fading,the only way to revive the culture was to come up with a catchphrase and omo did that cleverly.
Omo was trying to reverse the trend(children spending time indoors watching 'toons) and encouraging them to get outdoors and get dirty.But this did not go well with majority of the public
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"What is the brand trying to imply?That Dirt is good.I would not let my child get near dirt.He'll stay indoor,"said one Mr Jamal.Another member of the public,"With the ongoing current criminal activities(kidnapping),how do you expect my child to get outdoors?"Lyn also had to sound off,"If the children are not getting hurt, they are messing their clothes and who knows they might get 'homa'?There were a lot of misconceptions at that time.Some even said that it was a plan by omo to increase their sales at the expense of their children's health.
What next after getting dirty?Omo offers the solution because it purges the hard to remove stains.That was when the perception of the public changed.They're started fathoming what omo was trying to push.
All in all,omo achieved its intended mission.First step was to create a controversy to get the people talking and once the brand is on everybody's mouth,omo proceeds the next step to offer a solution or push its intended mission.What a strategy?Well played
Up to date,the campaign is one in many that has remained etched in people's minds
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