The solution was to split the OMO commercial into two parts and to include three commercials of other brands in the middle. This way, the OMO liquid wave started in part one, invaded the other commercials, and ended in part two. In order to implement this solution, we needed the approval of the OMO marketing team, as well as the marketing teams of the other Unilever brands involved. Broadcast TV – which has 98% penetration – was perfectly suited for the grand launch of the new OMO liquid detergent. It was also the only media vehicle capable of generating quick responses while reaching the largest possible number of consumers. The action took place on the largest TV network in Brazil, Rede Globo. We chose the 8pm soap opera, the most watched program on Brazilian television and a favourite among our target audience. The action reached 33 million people of the target.

The action had a great impact, which could be verified through the buzz on social networks. This demonstrates that consumers got the message that something new and relevant was happening in the market.OMO liquid detergent sales went up by 25% during the month in which the campaign was launched compared to the previous month. This also demonstrates that the action featuring the wave was not only unexpected, but generated high visibility for the brand.