Ariel: Shirt Flag - How a detergent not only lifted stains, but the spirit of an entire nation

Melissa Garrovillo

Campaign details

Brand owner: Procter & Gamble
Agency: Ace Saatchi & Saatchi Advertising
Brand: Ariel
Country: Philippines
Channels used: Events and experiential, Internet - general, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Product and other sampling, Public relations, Radio, Social media, Word of mouth and viral
Media budget: Up to 500k

Executive summary

Ariel laundry detergent was one of the premium detergents in the Philipines. In fact, as the most premium and most expensive detergent in a market of price-conscious consumers, 2011 saw Ariel in a constant battle against competitors who copied their claims but called out lower price points. These issues led to the campaign objective of 2012 – strengthen Ariel's value to consumers and establish its newly launched variant, Ariel Color, to do it.