Procter and Gamble begin new strategy in promoting Ariel with latest TV campaign

Two TV adverts will be released initially, one entitled ‘Lionheart’ featuring two brothers and a second, ‘Bad Sport’ with a wife sitting on her couch speaking to camera about her husband having taken up golf.

Both find that through the use of Ariel they can improve the look of their clothes.

Further TV adverts will be released at the end of October and in January 2013.

Alongside TV, the campaign will include activity across print, PR and blogger outreach, i-media and the use of YouTube and Facebook through the launch of dedicated brand pages, with Hill + Knowlton Strategies handling PR and Zenith Optimedia overseeing the media planning and buying.

Ian Morley, fabric and home care marketing director, P&G UK and Ireland, commented: “We know that consumers’ purchases today are equally motivated by both the end functional ‘product’ benefit and their emotional connection to brand. Historically, we’ve focused solely on the functional benefit, ‘My Ariel’ is all about drawing that emotional connection too. It speaks to our customers in a way that is relevant to both them and their families – showing how Ariel as a part of their lives, whatever their story.

“In its simplest form, the campaign talks to people about what Ariel does for the clothes they care about. It’s very new for the brand but we’re convinced about the impact it can have, particularly as we expand the brand’s presence into all new media channels. With a campaign like this where you are building a more intimate and emotional connection with your audience, social media is a fantastic opportunity. We’re excited by the possibilities it gives to have this more personal dialogue with our consumers about what matters most to them.”

The campaign has already rolled out across US, Spain, France and India through country-specific TV copies.