Campaign details

Brand: Ariel
Brand owner: Procter & Gamble
Lead agency: MediaCom Connections Israel, Stern Ariely Communication
Country: Israel
Industries: Laundry products
Media channels: Online video, Print - general, unspecified, Social media
Budget: Up to 500k

Executive Summary

To justify Ariel's premium price, the nation's most demanding target audience were solicited to hand in their toughest to clean clothes. Upon receiving their clothes back "clean like new" their surprise and awe lead to the creation of authentic and organic consumer generated content, defending Ariel against low-cost rivals and boosting market share by 24%.

All products need to demonstrate their performance in a way that is credible. The media challenge is to make that demonstration resonate at scale. This campaign provides both those factors.