Ariel: How we finally got the Philippines singing to Ariel's tune

This case study describes how Ariel used a functional product announcement in the Philippines to turn its declining detergent brand into an instant Filipino pop sensation.

Ariel: How we finally got the Philippines singing to Ariel's tune

Savita Iyer

Campaign details

Brand Owner: Procter & GambleLead agency: Saatchi & Saatchi, Singapore and Ace Saatchi PhilippinesContributing agency: Mediacom PhilippinesBrand: ArielCountry: PhilippinesIndustry: Cleaners, detergents, air careMedia:Content marketing; Direct marketing; Earned media, buzz; Email marketing; Events and experiential; Games and competitions; Integrated; Internet - display; Internet - search; Mobile and apps; Newspapers; Online video; Other and ambient media; Outdoor, out-of-home; Packaging and design; Point-of-purchase, in-store; Print - general, unspecified; Product placement; Product sampling; Public relations; Radio;...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands