Ariel – Color & Style

Brand Name: Ariel Colour & Style
Advertiser: Procter & Gamble
Agency: Saatchi & Saatchi
Prize: Bronze
Category: FMCG Household


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generic product benefits with no innovation, provided no clear or differentiating brand identity and used inconsistent, outdated communication.

With the Ariel Color & Style relaunch, Ariel moved from a leadership to a challenger brand strategy, focused on building a distinctive, meaningful identity. Women became the focal point of the campaign, rather than the product, breaking laundry advertising codes present for the past 30 years. Coupled with meaningful innovation, Ariel's re-vitalisation exceeded expectations, achieving leadership in the color market and in the mindset of women.