OMO, part of the Persil brand, is launching a new global branding campaign under the “dirt is good” strapline, proving that when it comes to creativity, laundry detergents can fare well in the ad market.
The brand’s latest global branding campaign, Roboboy, celebrates the right to roll in the dirt depicting a child splashing in the mud – because kids love dirt.
Persil's Roboboy
The aim of the ad is to illustrate that getting dirty shouldn’t be a problem and shouldn’t result in mum spending hours in the laundry getting those clothes back to white.
Other recent laundry campaigns have been focusing on carbon footprints with Ariel suggesting consumers turn their was to 40 degrees depicting melting icebergs. Some others have also gone on the environmentally friendly stance showing what powders can do to your washing machine.
Daz famously positioned itself in a mocked-up soap and others have endeavoured on a door-step challenge to get whiter, brighter whites. So what makes consumers pick one detergent over the other?
The top ten washing powders are Persil, Surf, Ariel, Eco-balls, Fairy, Ecover, Bold, Surcare, Tesco own brand and Daz. They range from £4.99 (Surf) to £1.68 (Tesco brand). Apart from this list of ten, there are at least 20 more brands in the UK and price doesn’t seem to have much to do with anything when purchasing powder.
Have you ever walked into someone’s house, like yours, a friend’s or most in particular your mother’s, and noticed a certain smell? That smell is a mixture or the dishwashing liquid they use, ironing aid, carpet cleaner, perfume, deodorant, shampoo, soaps and other cleaners. But what is most distinctive, is the washing powder.
Will brand advertising change choices in the supermarket of consumers who already show loyalty to one particular brand regardless of the cost or strapline? Let the battle of the laundry powders continue…but in the end, it comes down to what we already know, doesn’t it? What would make you change your brand of washing powder…a fancy advert that promotes dirt?
