Campaign details

Brand: Ariel
Brand owner: Procter & Gamble
Lead agency: Saatchi & Saatchi, Singapore
Contributing agencies: Leo Burnett Manila, Green Bulb Communications
Country: Philippines
Industries: Laundry products
Media 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 suddenly became not that 'clean' any more. Lavender, rose, calamansi and all kinds of scented detergents popped up in-store. Filipinas chased after the flowery and fruity fragrances, and clean became a lower priority.