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...