The promotion -- "Try Something New
With Omo" -- is in keeping with the brand's international "Dirt is Good" positioning that encourages parents to let their kids have a good time even if they get dirty, Wentz writes. The brand is
already in 80% of homes in the country so the promotion is aimed more at promoting a new stain-fighting version of the product than it is at goosing sales. There is also a website,
experimentealgonovo.com.br, that will go live in August.
"It costs more than a traditional promotion and is riskier because it's never been done before, but it's worth it," says Bullet president Fernando Figueiredo. "We believe in using new technology for promotional marketing."
advertisement
advertisement
When will brands and services decide NOT to alert consumers to the use of GPS trackers? These initiatives are exactly why the feds and privacy groups are fanning the privacy flames.
Although not in the US, it's still not a smart move. There are alternative methods that do not infringe on privacy and are just as impactful.
Paul Benjou
Ad Industry Blog: www.MyOpenKimono.com