In Brief

Brazilian detergent brand Omo created a special ad that only reveals the logo when the soccer players sweat in their jerseys

Good advertising makes potential customers pay attention while showcasing the product, and Brazilian detergent brand Omo found a way to do just that with an innovative campaign involving one of Brazil’s most popular soccer teams, Corinthian.

Players on the team wore jerseys with special advertisements for the detergent that were visible only once the players start sweating. The patch ads use hydrochromic ink, which has not been used on fabric in a campaign before.

“The brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people,” said Giovanna Gomes, marketing director of Omo, in a statement.

By finding a way to use an innovative ad technique in an event geared specifically to people who would be buying the product, Omo manages to grab the eyes of millions of potential customers in one game. Furthermore, this form of campaign marks a creative merging of thematic and interactive advertisement, closely identifying the product with the problem that it solves—soiled clothing—as it occurs.

Watch these sweat-induced advertisements in action:

Omo

Good advertising makes potential customers pay attention while showcasing the product, and Brazilian detergent brand Omo found a way to do just that with an innovative campaign involving one of Brazil’s most popular soccer teams, Corinthian.

Players on the team wore jerseys with special advertisements for the detergent that were visible only once the players start sweating. The patch ads use hydrochromic ink, which has not been used on fabric in a campaign before.

“The brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people,” said Giovanna Gomes, marketing director of Omo, in a statement.