Ariel - Championship Whites 2002-2005: how Ariel won Wimbledon

Aaron Martin and Matt Tabb

The 2002-05 Ariel 'Championship Whites' campaign followed an upgrading of Ariel Bio tablets to improve whiteness.
Agency: ARC Integrated MarketingAuthors: Aaron Martin and Matt Tabb

Ariel – Championship Whites 2002–2005: how Ariel won Wimbledon

SUMMARY

Ariel 'Championship Whites' is one of the most successful and awarded campaigns in Procter & Gamble's history. Begun in 2002, the initiative is now in its fifth year. This is an unprecedented feat for a brand not only in this category, but for FMCG brands generally. With its compelling link to tennis, its multi-channel approach to communications, and its ability to improve on the previous years' results year after year, Ariel has really won Wimbledon!

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