Home Furnishing, Appliances, Maintenance & Household Products

Silver
CAMPAIGN
Ariel - Share The Load
AGENCY
BBDO India
CLIENT
Procter & Gamble
BRAND
Ariel Matic
DETAILS
This is a story of how Ariel, in the face of competition, created a new deeper relevance by turning its back on clothes stains, and focussing its attention on the cultural stain of gender inequality.
 
For years the brand had lead India's premium detergent category with a focus on product performance and stain removal. But as key competitor Surf became more relevant and newsworthy to urban Indian women with its ‘Dirt is Good’ campaigns, Ariel needed to respond to stay on top.

We knew our communication needed to create a new deeper relevance to drive sales on the brand by driving a new contemporary conversation. But we also knew that aping the competition was unlikely to achieve this. So rather than taking the fight to Surf, we set about fighting a more pressing cultural issue.

Share the Load wasn’t just a new idea for the brand; it was a social movement for the nation. One that tapped into forces of progress – hidden, yet seismic – that are demanding that Indian women be treated and respected as equal to men. It challenged men to liberate women from the obligation of doing the laundry to show that women should be treated as equal to men. And in doing so incited a far reaching national debate about gender inequality in the home.

Our delivery was as progressive as our mind-set. Provocative content was complimented by unexplored media like packaging, matrimonial websites and even the forgotten wash care label on clothes. 

The result was that our movement more than delivered on objectives it sought. As 1.57 million men pledged to share the load, Ariel benefitted from USD 10 million in earned-media publicity. Thanks to the resulting increase in brand relevance parameters and purchase intent, Ariel enjoyed a remarkable 60% value share increase.
CAMPAIGN
Comfort Pure SoftTest
AGENCY
Ogilvy & Mather
CLIENT
Unilever
BRAND
Comfort
DETAILS
How do you convince an audience disinterested in your product’s benefit to give you an extra four million euros, without trade support? This is a story about how entertaining mums - when everyone tells you to inform them - helped a fabric conditioner variant to double its growth using digital channels only… and in the process demonstrate that consumer journey data and smart targeting still need great creativity in order to touch the consumer, hiding and often giggling behind the numbers.
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