The Brazilian detergent brand Omo has developed a unique marketing technique in which Omo's logo appears right when consumers need it most.
This campaign tapped one of Brazil's most popular soccer teams, Corinthian, and equipped the players with jerseys that have been infused with hydrochromic ink. This ink only becomes visible once the players start to sweat, revealing the detergent brand's logo.
In a statement, Giovanna Gomes, the marketing director of Omo said that "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."