Campaign details

Advertiser: Procter & Gamble
Brand: Ariel
Agency: Graffiti PR
Country: 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 dominated market, the majority of consumers continue to focus on the functional benefit of the product and don't perceive the added value of wet forms, resulting in a low penetration in Romania vs. other European markets.

Our challenge? Make the higher order benefit relevant for consumers and get more market share for the wet forms of Ariel by the end of September 2016.