OMO's new campaign, led under the #StayUnbeatable banner, champions the belief that challenges – or “stains” – are not obstacles but opportunities. It builds on the brand’s well-known “Dirt Is Good” philosophy, which encourages growth through adversity. The campaign recently launched with a moving television commercial featuring South African Olympian Caster Semenya, whose story embodies perseverance, determination, and pride.

Mphothe Elizabeth Mokwena, Unilever’s Homecare Marketing Lead for Southern Africa, emphasised the message at the heart of the campaign.

“Champions aren’t made in clean jerseys. They’re made in sweat, in struggle, and in the stains of their game,” Mokwena said.

“The game only moves forward if you do. So, you have to keep going. You have to play on no matter how tough the game gets. Because we’ll wash off the sweat, struggle and stains, but the victory? That stays.”

As part of the movement, Semenya now stands proudly alongside SA Rugby as a national symbol of perseverance, demonstrating that the toughest stains in life – the struggles, defeats, and hardships – are often what make champions stronger.

The four-year partnership underscores OMO’s bold new step into the sporting world, aiming to inspire resilience on and off the field. It also sees the renewal of Unilever’s Dove Men+Care sponsorship, which continues to support all national South African rugby teams – a further sign of Unilever’s ongoing investment in the country’s sporting excellence and community upliftment.

About OMO: OMO is a global leader in fabric care, known for its "Dirt Is Good" philosophy. The brand champions growth through experience and encourages people of all ages to embrace life’s messiness. With this new step into the sporting arena, OMO is reaffirming its commitment to resilience, play, and the spirit of pushing forward – no matter how tough the challenge or how dirty the jersey.

As the Springboks and national teams prepare for their next challenges, they’ll do so with OMO by their side – helping them #StayUnbeatable, no matter how messy the path to victory may get.