Omo started a new era in its category with the idea of ​​"It's Good to Get Dirty".Recently, it has embarked on a brand new journey to evolve the brand purpose of "encouraging future generations to explore the world for good" according to the changing world and the spirit of the time, and to turn this pioneering brand purpose into a social and environmentally beneficial direction. One of the biggest problems of our planet today is the climate crisis. Omo started a big change in 2021 by focusing on the main threat of this crisis, “plastic waste”. It started to produce its already recyclable bottles from recycled plastic and broke new ground in the Turkish detergent market. In order to inspire large masses and mobilize them for the future of the world, it again focused on children and determined the brand's purpose as "Power Up Change Makers To Do Good".

We wanted to support children in the change they wanted to create, make their dreams sustainable and enable them to take action with their families. In doing so, we needed to break prejudices against plastic recycling and facilitate the process. Because Turkey is still at the beginning of the road in terms of recycling habits. Only 9% of the plastics produced are recycled. So we had to transform a serious lack of habit.We set out to bring children together in a movement that will enable them to act with their families for the change they want to create. We placed 169 Omo Recycle Containers in front of primary schools in Istanbul to facilitate and inspire plastic recycling. We started our campaign with our motto "Change Can't Happen Without You", which we started by drawing strength from children's dreams for the future and aiming to turn it into a collective action.

According to the research carried out with 900 children between the ages of 7-18 in the United Kingdom and Turkey with the Global Action Plan; 75% of 7-10 year olds believe other people care about doing good for others and the planet, but by 16-18 this figure drops to 14%. So, as children grew up, they began to think that adults didn't care about nature and it was clear that the children wanted to take action to make the world a better place. But in doing so they wanted to see a collective movement around them. At this point, we decided to start a movement as a brand that has been supporting children's experience by getting dirty for years. We put plastic recycling at the focal point of this kindness movement, which will enable children to take action with their families for the change they want to create.

With our motto "Change can't happen without you" in our movie, we talked about how a small child is inspired by his sensitivity about plastic waste and the role of Omo Recycle Containers. Together with celebrities and influencers, we launched the "Chain Signature Campaign", where a signature will turn into a tangible benefit for the first time. People threw the plastic waste in the bags they signed into the Omo Recycle container. Thus, children and families would take action for plastic recycling, and the plastics they separated would turn into playgrounds for children who do not have access to playgrounds.

In order to make children's recycling habits permanent, we provided training to 1.2M children on the journey of plastic waste through EbaTV with the Ministry of National Education. On the “Plastic Collection Day” we organized at schools, children collected 117 kg of plastic waste in 5 schools.

Our movement reached its first goal in a short time. In 2 months, we collected 1000 kg of plastic, that is, enough to make 6 playgrounds.

- We achieved a 20.4% market share in the laundry detergent market and consolidated our leadership as the No. 1 Detergent Brand.

- While the laundry detergent market grew by 66.5% in the last 12 months, we as Omo grew by 89% and increased our market share from 18.0% to 20.4%.

- We increased our household penetration, which was 36.2% in the last 12 months, to 40.8% and entered 880,000 new households and became the detergent brand that entered the households the most!

- Omo became the only brand that managed to increase its perception in value, we increased the brand's perceived value from 152 to 159. -- OMO takes action and inspires others to take action for a better environment 45 -> 53