The Drum Awards Festival - B2B

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By John McCarthy | Opinion editor

May 15, 2018 | 2 min read

Few football sponsors deliberately obscure their logo but Brazilian laundry powder brand Omo debuted at Corinthian’s Stadium in style, running invisible branding on the shirts at the start of the game.

As the match progressed, players’ sweat activated hydrochromic ink on the jerseys thus unveiling Omo as the club’s sponsor during the opening game of the Brasileirão 2018 season.

Giovanna Gomes, marketing director of Omo, said: "the brand is constantly innovating and bringing remarkable moments to its consumers. And just as Omo is one of the most remembered and used brands of the Brazilians, football is one of the favorite sports. Nothing better than showing that every drop of sweat marks, than being associated with a sport that connects and excites people."

Guilerme Jahara, chief creative officer at, the company that developed the stunt, added: “We created an innovative action for an equally innovating product. We gathered several partner teams to sweat the jersey and initiate a conversation with the audience aligned with what the brand proposes, a dialogue capable of inserting Omo in the sports universe in an engaging and pertinent manner.”

The activation ran for one match.

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