Ariel: PURE WHITE

Credits & Description:

CLIENT P&G
PRODUCT ARIEL
ENTRANT SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
TYPE OF ENTRY DESIGN
CATEGORY POSTERS
TITLE PURE WHITE
PRODUCT/SERVICE ARIEL
ENTRANT COMPANY : SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
ADVERTISING AGENCY : SAATCHI & SAATCHI DUBAI, UNITED ARAB EMIRATES
RICHARD COPPING SAATCHI/SAATCHI EXECUTIVE CREATIVE DIRECTOR
SAM HUGHES SAATCHI/SAATCHI COPYWRITER
RAJA RIZKALLAH SAATCHI/SAATCHI ART DIRECTOR
ALI ZAYAT SAATCHI/SAATCHI PRODUCTION MANAGER
DANIEL BOTEZATU SAATCHI/SAATCHI PHOTOGRAPHER
HAMID NAQVI SAATCHI/SAATCHI HEAD OF CLIENT SERVICES
SACHINN J/LAALA SAATCHI/SAATCHI GROUP ACCOUNT DIRECTOR
MARIA VIRGINIA FAEDO SAATCHI/SAATCHI ACCOUNT DIRECTOR
EMAAD KHAN SAATCHI/SAATCHI ACCOUNT MANAGER
AKSHAYA SIKAND SAATCHI/SAATCHI ACCOUNT EXECUTIVE
Brief Explanation:
In well-trodden creative area, the challenge lay in creating a piece of communication that helped the consumer engage with Ariel's core benefit in a new and memorable way.
Describe the brief from the client:
Create a piece of communication to be used in-store that supports the 'best stain removal in 1 wash' proposition.
Description of how you arrived at the final design:
Research showed that after using detergent, one of the biggest tests of stain removal was in fact touch. That insight lead us to creating a poster that didn't used a single drop of ink, instead it used multi layer embossing to communicate the message.
Indication of how successful the outcome was in the market:
The posters were used in conjunction with live demo stands as well as being placed in laundromats on FSUs, secondary shelves and cash counters. The contributed to the regional success of the '1 wash' campaign and greatly aided the in-store demos
Ariel is a laundry detergent brand owned by Procter & Gamble. It first was launched in Great Britain in 1967 and since has become brand used globally and become synonymous with stain removal.