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



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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands