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 and prevent customers from switching to competitors. The program's rapid success, indicated by its immediate halt of new registrations, highlights its effectiveness in converting passive product usage into active brand recognition and loyalty.