Agency: ARC Integrated Marketing | Authors: Aaron Martin and Matt Tabb |
Ariel – Championship Whites 2002–2005: how Ariel won Wimbledon
SUMMARY
Ariel 'Championship Whites' is one of the most successful and awarded campaigns in Procter & Gamble's history. Begun in 2002, the initiative is now in its fifth year. This is an unprecedented feat for a brand not only in this category, but for FMCG brands generally. With its compelling link to tennis, its multi-channel approach to communications, and its ability to improve on the previous years' results year after year, Ariel has really won Wimbledon!
UNDERSTANDING THE BUSINESS...