1. How to move out of the category
The case of Persil

2. When does a trademark become a brand

3. When does a brand become a trademark
Offering a reassurance of quality and reliability
And yet becoming commoditized

4. laundry

5. Constrained by the category
Obsessed by consumers washbowls and stains

6. The entire category starts to look the same
The size and/or efficacy of the molecules that these trademarks had

7. Category orthodoxy

13. The Category Portrays a very specific kind of womanhood
Women as domestic labourers
Category exists to reduce or share that burden
Laundry first

14. The age of technology

15. Everything was…

27. The language of formulations, enzymes, molecules and unstoppable superlatives

28. How omo challenged commoditization

29. Consumers naturally integrate functionality with meaning
What the brand does and what the brand means is incorporated into a seamless whole

30. “We didn’t want to just be talking about ketchup stains anymore; we wanted to ladder up from a product to a human idea.”

31. Question how consumers’ lives, their fears, their families related to the world of washing clothes

32. “OMO was sending out more or less the same message as everyone else, using the same language and the same images. That is a great danger in this market: the threat of commoditisation.”
Aline Santos, Global VP, Laundry, Unilever

33. Seeing laundry in the context of their life
Not seeing their life in the context of laundry

34. DIRT
Public Enemy No. 1

35. How does dirt help a child develop? What does it help a child achieve?

36. Research dirty clothes were a drag getting them dirty wasn't
In fact it was fun

37. dirt was a simple part of growing up-not bad, really, just natural

38. “We needed a relevant message that mothers would remember even after the laundry was folded away in the cupboard. Brands without a greater purpose have no future in today’s competitive market.”

39. we started promoting the idea that there is some deeper benefit to be had from getting dirty.

40. Insight
“It’s only when you are free to get dirty that you can truly experience life and grow.”

41. the great tension of parenting as lived through children, and all of which pertains to keeping clothes clean

42. “With a line that ‘There’s no Learning without Stains’, OMO started to show how getting dirty is an integral part of children’s development.”

43. "Dirt Is Good" wasn't really a cleaning message; it was a social one

44. Insert robooy here

49. Beyond traditional media - living the brand

51. Omo/Surf – The right to play
“From being ‘just another detergent’, you are now taking a stand for children’s rights and really engaging in a global debate.”

52. Getting dirty, growing up
“We are encouraging mothers to let their kids play, explore and discover. Let them dig into the sand and the mud, make paintings, climb in trees, play football – anything that will stimulate their minds and help them grow mentally and physically.”

53. “I remember my own childhood, I played outside with my brothers all the time, climbing trees, building tree houses, running around, feeling free and getting the opportunity to explore the world around me. This is not only important for kids, but also for the adults they will become.”

54. Creating a new relationship with the entire range
A new kind of visualrelationship

57. Learning Every category is moving towards homogeneity
Brands have to be reimagined to challenge conventional wisdom
Consumers have more in common than you believe
Consumers naturally integrate functionality and meaning