Back in those days, Omo reigned supreme as the undisputable “Lord of detergents”. Beating the likes of elephant(PZ cussons) and Surf(Unilever) in market share, Omo maintained its supremacy with ease and the power of its flashy commercials that promised cleaner clothes with ” the ultimate blue Omo”. True enough, Omo was really the best at that time, it dissolved quickly in water, foamed much better than Elephant, cleaned faster and ate deaper into dirt than the normal bar soap which was popular at that time.
But all that seem to be over now, Omo has lost its throne to the former ‘feather weights’, KLIN, Ariel and the new WAW. So Klin from marketer, Eko Supreme Resources, entered the market 20 years ago, and the great giant began to stumble. The entrance of the brand marked a new beginning for the market of detergents. KLIN was introduced as the first white deep action detergent, the first ever. It had something Omo two things Omo didn’t have, deep action and white colour.
As expected, consumers started appreciating the presence of ‘this newcomer’ that cleaned clothes faster and better than Omo, and kept whites sparkling white. Many people complained that the once blue Omo, had a knack for decolouring Whits and changing them to a slight blue hue that wouldn’t leave without a second wash. So KLIN won in that area. And then another little punch came with the introduction of an ‘improved KLIN’ in Ariel. Ariel came with deep action, speedy cleaning, and good scent. Powerful combination.
With the introduction of Ariel, consumers now had two options for better and whiter clothes. No more Omo that suddenly turned white clothes blue. Some people blame Omo for being deaf to the changing drum beats, and being too arrogant to listen and play to the tune of market dynamics. The change which was initiated by KLIN was completed to the full by Ariel, who came in with a mission to build a long lasting household name.
In 2010, Ariel introduced better technology, adding more polymers and enzymes to effect better cleaning in just a single wash. Something no other detergent could do. Ariel still rertains that original fragrance consumers love,and most consumers prefer it to KLIN, because it cleans and also leaves a desirable fragrance after cleaning.
Omo detergent is still popular, and visible in supermarkets and stalls around, but in market share it ranks behind KLIN and Ariel. Even that position is being threatened by Sunlight and WAW. Recently, the giant seemed to have realized the trend and has tapped into it, but its too late. Omo has done a lot to take back the market it lost, changed from blue to white detergents, upgraded detergent cleaning power, signed celebrity endorsement deal, done more commercials than any other brand. No way.
For sure, there are still faithful Nigerians, whose affinity for Omo is generational. There are people who still love and believe in Omo as the beat detergent for their clothes. From my view,Omo is one detergent that is soft and not as harsh as the others are. However it is not as soft as Ariel.
All the same the big giant can still rest on a rich history of helping millions of Nigerians at laundry time for more than 50 years. Thumbs up #Omo👍😀😀😀
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