Campaign details
Brand: Ariel and TideBrand owner: Procter & GambleEntrant company: Leo Burnett BeirutIdea creation: Leo Burnett BeirutMarket: Saudi ArabiaSector: Laundry productsMedia channels: Direct marketing, Mobile & apps, Online video, Outdoor, Out-of-home, Packaging & design, Search marketing, Social media, Word of mouth, InfluencersBudget: 500k - 1 million
Executive summary
To respond to changing customer habits in a traditional and saturated category, we identified a golden opportunity for Tide and Ariel and created a new service and a new way to buy laundry detergent.
As buying detergent is...