According to the book “The Breakaway Brand- How Great Brands Stand Out” by Francis Kelly and Barry Silverstein, qualities of breakaway brands include being positioned for success, and connecting with its audiences among others. The emergences of breakaway brands are never new even in an under developed economy like Nigeria, but their success is what really lies in their ability to build the qualities highlighted by the writer of the above mentioned book. The detergent industry in the country is saturated with different products, either homemade or imported. Though some of these detergent brands died at birth, some are positioned to take the lead in the market place considering their years of existence. One of such detergent is Omo detergent from the stable of Unilever Nigeria Plc. OMO, one of the best stain removals in Nigeria recently marked its 50th year Anniversary with an event filled with glitz and glamour.
Local production of OMO began in Nigeria in 1962 at the Lever Brothers Factory, Aba. The brand has grown with Nigeria over the years, and has made several improvements on its formulation to bolster its cleaning properties and ensure that it is consumers’ detergent of choice. Speaking at the re-launch and its Jubilee celebration, the Managing Director of Unilever Nig Plc, Mr Thabo Mabe; stated that OMO has had a unique history in Nigeria, and has over the years been the detergent of choice for numerous Nigerian families. In his words, “Unilever places a very high premium on the satisfaction of our consumers; that is why we never compromise on quality.
http://perfectbrandsng.com/omo-multiactive-mix-just-another-breakaway-brand/
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