Ariel, in collaboration with British fashion designer Giles Deacon, has launched a new media campaign to encourage shoppers to “redefine clean” and tackle “first-wash anxiety”.
The new campaign sees the brand on both cinema and TV screens, supported by print, social media and sampling activity. In-store POS is available to retailers. The campaign will also appear on P&G’s SuperSavvyMe and Ariel websites.
The campaign is based around customer reactions in a pop-up shop which sold Giles Deacon clothing. The garments had previously been heavily stained, then washed using the brand’s three-in-one pods to look like new.
“As consumers have become more discerning and fashion conscious, their concerns over how their clothes will be affected by washing have grown,” said Dan Jalalpour, Ariel brand manager at P&G.
“We anticipate this impactful new campaign will communicate the brand’s cutting edge technology and help continue to ensure Ariel remains front of mind. In turn, we look forward to boosting sales for retailers and driving overall growth for the brand and the category as a whole.”
