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Omo Will Plant GPS Devices To Follow 50 Brazilians Home

  • Ad Age, Friday, July 30, 2010 10:34 AM
Laurel Wentz reports that Unilever's Omo detergent is adding a GPS device to 50 Omo detergent boxes in Brazil that will allow its promotion agency Bullet to follow consumers to their front doors. The idea is to surprise the unwitting consumer with a pocket video camera and an invitation to bring their families to a day of fun in the outdoors.

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,, 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."



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1 comment about "Omo Will Plant GPS Devices To Follow 50 Brazilians Home ".
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  1. Paul Benjou from The Center for Media Management Strategies, July 30, 2010 at 11:41 a.m.

    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:

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