Omo enters the category of a stain stick

Omo, leading brand of powdered detergents category, presents enters the market of a stain stick. According to Unilever, owner of the brand, the new product removes 100% of direct spots in the washing machine. The new line has nine items for different usage needs and will be available nationwide from the 1st of June.
"To launch the new stain stick of Omo, Unilever will invest 25 million reais only in marketing. The Brazil will be the first market to receive the Global Unilever launch, which reinforces the brand's commitment in meeting the needs of our consumers, that are adopting new consumption habits, "says Marcos Angelini, Vice President of marketing for Unilever.
The new stain stick line hits the shelves in a moment of transformation of category, driven mainly by new consumer, who doesn't want to spend time in the laundry room, leaving parts of sauce and rubbing some when needed. This habit is increasingly evident, due mostly to the increase in sales of washing machines. Today, more than half of homes in Brazil have a machine. (Source: Kantar Worldpanel: consumer, between January and March 2013).
"The business strategy of the brand is promoting the category, which still has low penetration when compared to the category of laundry detergents. While the spots are present in 25% of Brazilian homes, the Omo brand has more than 75% of penetration. That is, there is a huge market development space that Unilever, as a leader and expert in the category help build, "said Angelini.
Developed to act in conjunction with the Omo detergent Multi-action powder or liquid, the line hits the market in two versions, one for the care of white clothes, with four items – powder (800 g and 420 g) and liquid (1 l and 450 ml) –, and another for the colorful clothes, with five items – powder (800 g, 420 g), liquid (1 l and 450 ml) and Spray (450 ml).