2015 Winners & Shortlists

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.

The Brief

Create a piece of communication to be used in-store that supports the 'best stain removal in 1 wash' proposition.

How the final design was conceived

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.