Monthly Archives: November 2011

Twenty minutes later, we arrive at the Pinacoteca, Brazil’s oldest and perhaps most important museum, which is housed in an impressive classical building. This is where we are meeting Aline Santos Farhat, the senior global brand vice-president for OMO detergents. We find Aline in the museum café, sitting on the terrace overlooking the park. “Instead of meeting in my office, I wanted to bring you here, to tell you my story in the right setting,” Aline says, pointing at the large trees in the park. We look at the trees and back at Aline. “Is Omo into tree washing these days?” Anouk asks.

“Using OMO as a vehicle, we started spreading the message about the importance of playing and exploring – the physical and emotional development that go with it. Children have the right to play, to be children,” says Aline. “Of course, in the end, we are a detergent brand and I have to make sure we grow our business, but we also want to make sure that we have a purpose in society.”
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