Campaign details
Brand: ArielBrand owner: Procter & GambleLead agency: Saatchi & Saatchi, SingaporeContributing agencies: Leo Burnett Manila, Green Bulb CommunicationsCountry: PhilippinesIndustries: Laundry productsMedia channels: Content marketing, Radio & audio, Sales promotion, Television, Word of mouth, advocacyBudget: 500k - 1 million
Executive summary
Ariel Power Gel, as the best and most expensive detergent in the market, had difficulty justifying its value and role in the Filipino household. Laundry detergent brand Ariel needed to change the perception of Ariel Power Gel as an irrelevant choice and secure...