Background

The laundry category presents a unique challenge. It’s a mature market with high price pressure on low-interest products, making organic growth difficult. Consumers are generally satisfied with existing products and not particularly curious about new ones. The goal here was to launch a "miracle product" that promised benefits too good to believe—enzymes that remove pilling and revive colors.

Solution

OMO had already established a communication concept featuring animated laundry characters, Kjell and Tore, one of whom was clearly washed with OMO. These characters, popular with the target audience, had become a key brand asset. To successfully launch OMO Cotton Miracle, the strategy was to combine education and humor. In the campaign, Kjell and Tore sang about the product in a catchy "pilling rock" song, while showcasing an army of enzymes removing pilling and revitalizing colors. The campaign ran across TV, OLV, cinema, outdoor, print, social media, and digital channels.

Results

The campaign broke through the ceiling! It achieved exceptional branding, high engagement, and strong attention, making it the clear winner on Kampanje’s monthly advertising chart. "I believe we succeeded because we dared to think differently to create attention in a traditionally crowded advertising space," said Torbjørn Furu Krogstad, Media & Communications Manager at Orkla Home & Personal Care. The campaign successfully built awareness of the new miracle product for laundry, capturing attention for a category often seen as dull.