Ariel: Shirt Flag - How a detergent not only lifted stains, but the spirit of an entire nation

This case study explains how Ariel, the laundry detergent brand, used a newly launched variant to strengthen the brand's value to consumers in the Philippines.

Ariel: Shirt Flag - How a detergent not only lifted stains, but the spirit of an entire nation

Melissa Garrovillo

Campaign details

Brand owner: Procter & GambleAgency: Ace Saatchi & Saatchi AdvertisingBrand: ArielCountry: PhilippinesChannels used: Events and experiential, Internet - general, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Radio, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

Ariel laundry detergent was one of the premium detergents in the Philipines. In fact, as the most premium...

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