Ariel (P&G): Ariel Impossible made Possible

Ariel, the laundry detergent from P&G, drove awareness in South Africa by starting a movement to sing the praises of women who make the impossible possible.

Agency: Mobitainment & Brainbow Conscious Creatives

Product Description

Ariel, the laundry detergent from P&G South Africa, wanted to drive awareness through creating a real connection with their consumers, and started a movement to sing the praises of women who make the impossible possible. OBJECTIVES:

  1. Increase Ariel brand awareness and association with movement of women empowerment.
  2. Collect real stories of real women who have achieved success or overcome difficulties.
  3. Build engagement & community

AUDIENCE: Domestic Workers, Stokvel Buying Club members: 30+, single, black women with low earnings.

Objective of the Campaign

Inspired by the African Proverb: "If...

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