All the dirt on a new detergent sample

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Consider it a matter of marketing with “clean” lines: OMO, the Unilever laundry detergent brand, is turning the concept of sample products on its head with a new water-soluble clothing tag. Made entirely of detergent, the tag can be thrown in the wash and used to clean up to three garments. The OMO Tag is the result of a partnership between the brand, its agency — TBWA\Raad — and Beirut sport merchandise chain Sports 4Ever. The chain soon will add the tags to its sports clothing.

Samer Anouti, home care marketing manager at OMO, says the tag “reinforces OMO’s ‘Dirt is Good’ brand purpose, encouraging families to embrace real-life experiences.”

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