Once upon a time, Omo detergent from the stables of Unilever was the Numero uno of the detergent

market in Nigeria. In those days, the exploits of the giant as detergent of choice dwarfed the
performance of rivals as it boxed the likes of Elephant(PZ Cusson) and Surf detergents(Unilever) into
a tight corner.

Its popularity was such that its supersonic television commercials

which promised that, “Super Blue Omo washes brighter and it shows’ was an anthem among children
who grew up in the 80s. The Lord of the ring also became the generic name for detergents in Nigeria.
However, Omo has lost that peak position to Ariel, the new market leader. Yet it was not the
mermaid that undid the giant, a smaller contender, So Klin, did.

The entrance of Eko Supreme Resources-marketed So klin in 1996 was the beginning of fall of the
giant. So Klin which started nibbling at the fringes of Omo’s market share came into the market with
an innovation – white detergent, an industry first. In addition, its offer of a detergent with a deep-
washing function gave Nigerians new reasons to switch. With So Klin, they do not need spend extra
money to buy bleach to do their white laundry as against blue Omo which they suddenly noticed
turned their white clothes, blue. According to a consumer, Stella Chima , “So-Klin removes stains
faster and makes my clothes, especially white, brighter.” The fact that So Klin comes in small
affordable sachet added another perk to its handful of benefits.

Omo’s brand complacence

Analysts believe that brand complacence and ingenuity of competitors’ innovations were at the heart
of Omo’s decline. When market dynamics turned and consumer taste changed, the Omo brand was
either too arrogant or too deaf (or both) to notice that tunes from the talking drum sounding in the
market have changed and that it needed to change its dance steps. It ignored light but stragetic
punches feather-weighted So Klin was pulling at the time.

However, the template for decimating Omo which was initiated by So Klin was played to the hilt by
Ariel a late comer to the detergent market. Because at the beginning So klin(perhaps, due to its sheer
size) was more interested in marketing than brand-building, it left the opportunity for Ariel which
was first launched in 1998 to upstaged the competition in the detergent market. Unlike So Klin, Ariel
boasts a rich parentage that could match Omo’s parent brand money for money, in terms of
investment in research and development, advertising and marketing support and distribution
logistics. In 2010, Ariel upgraded with a technology that introduced more enzymes and polymers
that remove tough stains in ‘one wash that most detergents can’t remove in two washes,’ became the
tagline, which other detergent brands have tried to tweak thereafter.
“Ariel washes better, retains colour and leaves a good scent”, submitted Nduka Abili.

A house wife, Ijeoma Gloria, prefers Ariel because, “it removes stains.”

Chima however added that he goes for Ariel when she could not get Klin because of its unique
fragrance. Sunday Nwaogu likes to do his washings with Ariel; because it washes faster and
brightens his clothes

In terms of visibility, Omo is still ubiquitous and can be found in almost every stall but it places a
distant third in terms of consumer preference, Hallmark checks revealed. Confirming Omo’s fall
from apogee, a retailer in Ikeja, Mrs Esther Ogunlade told Hallmark that Ariel is the highest selling
detergent in the market.
“Omo does not ‘move’ like it used to again. Ariel is the fastest-selling detergent, followed by So Klin.”
“Even Sunlight sells more than Omo now,” she added. Corroborating her, two supermarket owners in
Ogba and Berger, Lagos, who spoke in separate chat with Hallmark on condition of anonymity said
that Ariel tops their sales of detergents.
But some conservatives like Nkrumah Bankong and Friday Olokor have stayed faithful to Omo.
According to Bankong, ‘Omo washes faster and clean.’ Olokor ‘s loyalty is generational. He grew up
using it. “It’s been a popular brand,” he said, adding, “We(his family) like the fragrance and the
quality has improved.”

Like the Biblical Esau who did all he could to reclaim his lost birthright to no avail, Omo has tried
lots of tricks in the hat regain its lost market position. It has changed from blue to white detergents,
revitalized the product for an improved wash, tried celebrity endorsements with the likes of Bukky
Wright, Ngozi Ezeonu and Funke Akindele. Lately, it is doing ‘Demo washes’ as part of its Ultimate
Showdown campaign, but it looks as if the train has left the station.

Omo may be beating its chest at the comfort of having survived the vagaries of the tempestuous
Nigerian market for over 50 years when some of its peers have pegged off but what is a boxer without
his punch?

Brand Omo Ariel So Klin Others

Price N520(1kg) N540(1kg) N405(900g)
Consumer Preference 20% 40% 20% 20%
Advertising/campaigns 6/10 8/10 7/10
Visibility 8/10 8/10 8/10