Unilever laundry brand OMO has launched its Wonder Wash product in the Australian market with a new campaign starring renowned sprinter, Usain Bolt.

The new liquid detergent is engineered to clean laundry in just 15 minutes, even when using cold water, with Bolt appointed as ambassador to underscore just how fast the product gets to work. The campaign message for OMO Wonder Wash is "Fast just got better."

The campaign will be rolled out across various platforms, including television, social media, out-of-home advertising, and digital channels.

OMO Wonder Wash is available in two distinct variants: Speed Clean and Odour Refresh. Speed Clean is formulated for everyday wear and is said to offer a long-lasting fragrance. Odour Refresh, on the other hand, is tailored for sportswear and activewear, featuring enhanced odour-fighting agents.

The introduction of OMO Wonder Wash aligns with changing laundry habits, influenced by reduced commuting and more casual wardrobes. According to data, 78% of washing machine owners use a cycle under 30 minutes at least once a week, and 70% of clothing washed contains no visible stains.

Head of Marketing - Homecare at Unilever Australia, Kate Westgate, said: "We know life moves fast, and laundry needs don’t wait. Wonder Wash is our way of helping Aussies keep up with the pace of life and on top of their laundry. Whether it’s a quick turnaround on school uniforms, gym wear or last-minute outfits, it delivers a quick and effective wash in record time."