That was the first time in Brazil that OMO communicated its "Dirt is Good" platform, which is well-established for child development, presenting its benefits directly to adults.

Vitamin S shows how integrating design, digital, and social media can elicit direct responses from consumers, leading to significant shifts in brand perception.

For the established brand platform 'Dirt is Good,' originally for kids, the challenge was to bridge the gap with adults. Literally growing apart from exploration, adults miss out on the vitality of getting dirty, opting for quick fixes and instantaneous-magic-effect solutions.

Along with that, especially after the pandemic, an aseptic movement is gaining momentum, exemplified by the "clean girl aesthetic" trend, reaching a peak of 8.9B views on TikTok.

Our mission was to capture their attention and raise awareness by creating an identity that seamlessly blends and resonates with these trends while aligning with our goal.

"Vitamin S" refers to the word "Sujeira," which means "Dirt" in Portuguese.

'Dirt is good' is a well-established platform for child development. However, the challenge lies in making adults connect with it. After witnessing a decline in brand perception for four years, OMO needed a significant cultural shift to restore the relevance of DIG.

We set a trap: We turned all the benefits of getting dirty into a fictitious supplement. A vitamin brand ready to become the next social media trend among influencers.

The whole thing started unbranded with Manu Gavassi (6.3MM followers on X). She launched Vitamin S as her brand new company. A single, enigmatic tweet sparked widespread internet speculation, catapulting Manu Gavassi into the Trending Topics on X.

The tweet mentioned the handle @vitamina__S with different images of the vitamin and a link to the official fictitious e-commerce site.

As expected, people were eager for the new miracle vitamin. However, the supplement was often sold out, causing a flurry of attention on social networks and in the mass media.

On the website, after a few minutes of screen time, we reveal the truth: This product doesn't exist, and its benefits are only available in the real world.

Our strategy was to bridge the gap between adults and the exploration of their own well-being, especially for the 33% of our target audience who no longer have a child at home. We encouraged them to embrace health benefits through the "Dirt is Good" platform. To achieve this, we took advantage of the high consumption of social media among Brazilians (the third country with the highest social network usage in the world, according to ComScore) to create a fictitious vitamin and spread a simple piece of advice: When it comes to your health, there is no miraculous formula. You're not doing it right if you're not getting your hands dirty.

Call to action: This product doesn't exist, and its benefits are only available in the real world.

The campaign was split into two major phases: First, we created a buzz on social media about a miraculous new vitamin with unprecedented benefits. We used design techniques and social media influencers to generate excitement. Manu Gavassi (6.3MM followers on X) posted a tweet presenting Vitamin S as her new company. A single, enigmatic tweet sparked widespread internet speculation, catapulting Manu Gavassi into the Trending Topics on X.

Then, we launched the official Vitamin S website, with the truth embedded.

After a few minutes of screen time, we revealed the truth: This product doesn't exist, and its benefits are only available in the real world. People began to screenshot the banner and spread the truth on social networks.

86 million organic impressions

Trending Topic on X

Growth in brand power after four years of decline (Kantar Brand Power)

Best month in direct-to-consumer (D2C)

+50 bps in Market Share (Nielsen retail Index)

+100 bps in the attribute "It's worth the price" (Kantar Brand Power)