Ariel and Tide: e-Direct, a new way to shop laundry

Ariel and Tide, the detergent brands, solved packaging and consumption problems in the Saudi market by developing a direct-to-consumer digital commerce platform.

Campaign details

Brand: Ariel and TideLead Agency: Leo Burnett BeirutRegion: EMEA

Campaign video

Strategy

Objective

Laundry is an 60+ year category in Saudi Arabia, nearing saturation at near 100% penetration rates. The category has not taken advantage of technological advances to make buying and storing detergents more convenient. The product is heavy while the packaging doesn't keep the product fresh once opened.

With the average Saudi household size averaging 6.4, Laundry is a lucrative, competitive, and promotion-driven business in KSA. 65% of Laundry is sold via the Hyper Super Market (HSM) channel, where shoppers expect...

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