Ariel - Colour & Style

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity.
  

Ariel – Color & Style

Brand Name: Ariel Colour & StyleAdvertiser: Procter & GambleAgency: Saatchi & SaatchiPrize: BronzeCategory: FMCG Household

SUMMARY

Ariel faced the challenge of getting back into consumer's mindset and homes, following a continuous 10 year decline and weakening equity. Once market leader in the color segment, Ariel fell back to become No. 3 brand in Germany, due to an unfocused target approach which lacked consumer understanding, offered generic product benefits with no innovation, provided no clear or differentiating brand identity and used inconsistent, outdated communication.

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