Ariel's Great Hand Me Up

Ariel, the market-leading laundry brand in Israel, demonstrated the reliable added value of its performance and increased its market share during challenging economic times.

Campaign details

Brand: ArielBrand owner: Procter & GambleLead agency: MediaCom Connections Israel, Stern Ariely CommunicationCountry: IsraelIndustries: Laundry productsMedia channels: Online video, Print - general, unspecified, Social mediaBudget: Up to 500k

Executive Summary

To justify Ariel's premium price, the nation's most demanding target audience were solicited to hand in their toughest to clean clothes. Upon receiving their clothes back "clean like new" their surprise and awe lead to the creation of authentic and organic consumer generated content, defending Ariel against low-cost rivals and boosting market share by 24%.

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