Ariel: Getting people to change behaviour for the greater good

Ariel is one of the leading brands in the portfolio of Procter & Gamble (P&G), which markets more than 300 branded products around the world.

Ariel: Getting people to change behaviour for the greater good

SNAPSHOT

Ariel's campaign to get consumers to wash clothes at lower temperatures persuaded them that they could do something to battle climate change.

KEY INSIGHTS

  • A strong commitment to promoting sustainability led to a breakthrough campaign which encouraged consumers to save energy by washing at lower temperatures.

  • The second wave of the campaign advanced this message by showing how small steps can make a big difference to the planet.

  • A tightly-integrated approach led to significant change in consumer behaviour in terms of washing temperatures.

SUMMARY

Ariel is one of the...

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