Omo, a Brazilian laundry detergent dominating over 80% of the populations delicates, darks and whites is creeping on your personal life in what is one of the most out of the box marketing ploys I’ve seen in a while. It’s daring, it’s bold, it’s shocking – they’re putting GPS in your laundry detergent and knocking on your door.
I’m not kidding.
“Fernando Figueiredo, Bullet’s president, said the GPS device is activated when a shopper removes the detergent carton from the supermarket shelf. Fifty Omo boxes implanted with GPS devices have been scattered around Brazil, and Mr. Figueiredo has teams in 35 Brazilian cities ready to leap into action when a box is activated. The nearest team can reach the shopper’s home “within hours or days,” and if they’re really close by, “they may get to your house as soon as you do,” he said.”
To read more from this AdAge Article, Click HERE.
The marketer in me is intrigued. I check into foursquare to let my people know my whereabouts. I update my facebook to let people know my thoughts. I tweet because well I just do but I’m not sure how I feel about laundry corporate following me home and knocking on my door. I’d be curious to know your thoughts.