Ariel: How clean won over flower power

Hesperus Mak

Laundry detergent brand Ariel used a 360 campaign in the Philippines to successfully break the spell of fragrance, which had become the new normal in a category about clean.

Campaign details

Brand: ArielBrand owner: Procter & GambleLead agency: Saatchi & Saatchi, SingaporeContributing agencies: Leo Burnett Manila, Green Bulb CommunicationsCountry: PhilippinesIndustries: Laundry productsMedia channels: Online video, Point-of-purchase, in-store, Social media, Television

Executive summary

This is the story of how a detergent brand reversed the tide and went back to basics.

There was a time when cleaning was plain simple. What you needed was soaking, scrubbing, brushing and getting the dirt out. Ariel was the detergent that aced the game of cleaning in the Philippines. And then cleaning...

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