What is invisible to the eyes, is visible for Ariel
The Ariel campaign, which we executed during the period July – September 2020, aimed to continue building an emotional connection with consumers and position Ariel as their most trusted partner by delivering best results in deep hygienic cleaning of their clothes and ensuring the comfort for their family. Ariel Allin1 PODS +Oxi effect is here with an improved formula for removing even the invisible stains in each compartment, delivering the highest-ever consumer delight on SUD, bringing irresistible superiority. Our main campaign idea was to leverage the product and its benefits in an engaging, innovative and attractive way, by pushing it on digital with a unique mix of brand and influencer content. Our communication followed two main pillars: rational and emotional. The rational one was focused on the product’s specifications and benefits and the emotional one was connected to the small and invisible things in life, which have great impact over our emotions and well-being.