Unilever Tracks Omo Boxes

Report in Adage that Unilver will be tracking a small sample of boxes of Omo detergent in Brazil using a GPS device. The Adage headline about 'stalking' is inflammatory to say the least. When I first saw this I thought it was a criticism of RFID tracking, but it is not. " ... consumers who buy one of the GPS-implanted detergent boxes will be surprised at home, given a pocket video camera as a prize and invited to bring their families to enjoy a day of Unilever-sponsored outdoor fun. The promotion, called Try Something New With Omo, is in keeping with the brand's international "Dirt is Good" positioning that encourages parents to let their kids have a good time even if they get dirty ... "