Procter & Gamble: A campaign that matters #WeTurnDown

Ariel, a laundry detergent brand, and WWF, an NGO focused on wilderness preservation, launched the #WeTurnDown campaign, aiming to reduce laundry washing temperatures in Germany by 1°C annually over three years in order to mitigate climate change.

A Campaign That Matters: #WeTurnDown

#WirDrehenRunter

A three-year campaign to turn down the average washing temperature in Germany to protect the climate.

Goals & Strategy

P&G commissioned the Ket-chum agency group to design a high-profile and media-relevant campaign for Ariel's #WeTurnDown initiative in cooperation with the WWF. The goal is to design and implement a campaign lasting 3 years (September 2022-2025), including a media-focused kick-off. The aim was to clearly show how easy it is to wash laundry in a climate-friendly and hygienic way.

So, Ariel and WWF came together for a 3-year partnership to show people that they can...

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