Procter & Gamble - Ariel Edeka jersey raffle promotion

Procter and Gamble-owned laundry detergent Ariel wanted to raise awareness in Germany of their win of the SitWa award for the second year running.

Procter & Gamble – Ariel Edeka jersey raffle promotion

Agency name: FREY.G2 Client name: Procter & Gamble Category: Retail or Trade Marketing

BACKGROUND

P&G and the Edeka Group (Number One in Germany’s food retail sector) have worked closely in Shopper Marketing for years. The joint core target group are families with kids.

Drug store products have a large share in the performance of both. The leverage effect of detergent is huge and the market is highly competitive. The major competitor of P&G’s Ariel is Henkel’s Persil but also the quality of private label products increases...

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