Ariel and Downy: Aid Couture, the preloved clothing sale

This case study shows how Procter & Gamble, with its laundry brands Ariel and Downy, used a partnership project with a charity - the Red Cross - to strengthen its bond with consumers in the Philippines.

Ariel and Downy: Aid Couture, the preloved clothing sale

Gela Pena

Campaign details

Brand owner: Procter and GambleLead agency: Leo Burnett ManilaBrand: Ariel and DownyCountry: PhilippinesIndustry Cleaners, detergents, air careChannels used:Direct marketing,...