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."