OMO – Kjell & Tore – Talking to people

After spending decades as the clear market leader, OMO, one of Orkla's laundry detergent brands, was experiencing increased competition, falling market shares, and a negative trend in brand preference and units sold. To turn things around, the new communications concept of Kjell & Tore, two green teddy bears from the city of Fredrikstad in southeast Norway, was born in early 2021. The mascots presented a great opportunity to have some fun in a dry market and once again establish OMO as the trusted laundry expert.

OMO collaborated with Cavai to develop three different campaigns with several different conversational concepts. All the creative approaches were tailored to use the mascots in an engaging way and through dialogue and humor, Kjell & Tore could offer helpful information to the user based on the user's choices. The first campaign focused on strengthening the perception of OMO being the best at maintaining colors through a test and a conversation with Tore, while the second campaign was all about sharing information about a specific OMO product that excels in removing smells. The third and final campaign introduced more interactivity to the campaign in the forms of an in-ad video and a fun little game where the user helps Tore with refilling his detergent bottle.