Kao Koremo! Turning Unknown Daily Goods into Loved Brands
This describes Kao's "Kao Koremo!" app, a marketing initiative designed to transform their unbranded, utility-focused products into recognized household names.
The app allowed users to scan barcodes of Kao products they already owned, earning points for free, full-sized Kao products. This approach aimed to address the challenge of consumers using Kao products without consciously associating them with the Kao brand, a common issue for everyday household goods. By encouraging users to actively seek out and identify Kao items in their homes, the company sought to foster a deeper brand connection…
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