Ariel: Care centre for clothes

Ariel, a laundry detergent brand, managed to change consumer perception of its products, by associating its liquid-detergent with emerging fashion trends, thus becoming a lifestyle product for clothing care in Romania.

Campaign details

Advertiser: Procter & GambleBrand: ArielAgency: Graffiti PRCountry: Romania

Ariel is the no. 1 laundry detergent brand in Romania. With strong recommendations from washing machine producers and chefs who deal with the most difficult stains, Ariel has a flawless reputation as a stain removal expert, the functional benefit associated with the power of powder form. The top innovations from Ariel, wet forms Ariel liquid and Ariel 3 in 1 PODS,add on the functional benefit with a higher order benefit - advanced stain removal AND fabric care. However, in our powder...

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