We leave our pousada just after breakfast. We walk to the corner of the street where we hail a taxi. “To Parque da Luz next to the Pinacoteca,” I say in my best Portuguese. The taxi makes a left turn, then a right and then a left again, zigzagging through the streets of Jardims Paulista.
“I love this part of town,” Maarten says while looking out of the window. “It doesn’t feel like we’re in a metropole of 20 million inhabitants.”
After 20 minutes we arrive at the Pinacoteca, the oldest and one of the most important art museums of Brazil, since 1905 housed in this characteristic building. Here we have a meeting with Aline Santos, Global Senior Vice President for OMO. We find her on the terrace of the Pinacoteca café which looks out over the park. “Instead of in my office, I wanted to find the right setting to share my story,” Aline says, pointing at the tall trees in the park. We look at the trees and back at Aline. “Is OMO into tree-washing these days?” I ask. “Not the trees,” she replies, “but the children playing behind the trees.
“A few years ago, we were sending out more or less the same message as everyone else, using the same language and the same images. This is a great danger in this market: the threat of commoditisation. Besides, we didn’t want to just be talking about ketchup stains anymore; we needed a message that mothers would remember even after the laundry was folded away in the cupboard. Brands without a purpose have no future in today’s competitive market.
Read more: “Creating a higher purpose”
Tags: #CoolBrandsPeople, Aline Santos Farhat, Aline Santos, Aline, Santos, Farhat, Brazil, Brasil, CoolBrands, Storytelling, Dirt is Good, Every Child has the right to play, OMO, Roboboy, Sāo Paulo, Unilever, #CoolBrands