The Omo case analysis describes the launching of Omo Micro with its use of monkeys and a new language, the Poldomoldave. This analysis indicates how a well-known but ageing brand, on a declining market, can be re-dynamized. It shows that marketing strategy is even more important than communication itself.
PRAS, B. (1995). OMO (Analyse du cas OMO). In: La communication efficace (Prix Effie 1994). 1st ed. Dalloz, pp. 43-54.