New research from OMO reveals mess is truly part of everyday chaos, with 1.3 million Australians staining their clothes every day.
The new OMO Stain Index also crowned Australia’s ‘Stain of the Year’, with tomato sauce and coffee jointly holding the title. Other common culprits include gravy (21%), curry sauce (20%), Australian classics like avocado (11%) and Vegemite (10%), and even matcha, with one in 10 (10%) Gen Z respondents reporting a spill in the past year.
Stains are also taking a toll on our wardrobes, with almost three-quarters of surveyed Australians (72%) admitting they’ve thrown out clothing they couldn’t save – rising sharply among Gen Z (87%) and Millennials (86%), compared to half (52%) of Baby Boomers.
A majority of surveyed Australians (60%) report learning how to tackle spills from a family member, while eight in 10 (80%) Gen Z say their mum is the go-to for keeping wardrobes clean and stains under control.
New partnership and campaign
Bringing this to life, the latest iteration of OMO’s long-standing ‘Dirt is Good’ platform sees media personality and father of three, Matty J, take centre stage in an “unstoppable dance with dirt”.
Between home renovations, his career as a personality and podcaster, and parenting three girls under 10, Matty knows a thing or two about mess.
“Life is messy – that’s just part of being a parent,” says Matty J. “Between the morning coffee run, weekend BBQs, and keeping up with the kids, spills happen every day.
“But for me, staying on top of the laundry is about more than just a clean shirt – it’s about dads stepping up to share the mental load. When you’re both working and raising a family, sharing those everyday tasks is essential.
“That’s why I love how convenient OMO Ultimate Capsules are. The 3-in-1 formula makes it simple to tackle stains, meaning laundry is one less thing to worry about.”
The new film “balances chaos with calm” by dramatising one stain-filled day in a family home, showing Matty “finding his flow no matter what life throws at him”. From flying sweet-potato puree to surprise mud stains, OMO Ultimate Capsules are positioned as the “perfect” laundry partner, “powered” by a 3-in-1 formula.
“OMO helps Australians stress less about stains and enjoy everyday moments,” says OMO Senior Brand Manager Sarah Hollier.
“With our Ultimate 3-in-1 Capsules, tackling tough stains is simpler than ever, thanks to deep-cleaning enzymes that lift stains, a long-lasting fragrance, and built-in fabric care that keeps colours bright, wash after wash, making laundry easier than ever.”
OMO Ultimate Capsules are available at Coles, Woolworths and independent retailers across Australia.
