> CHALLENGE

To launch Ariel in an Omo-dominated market. When international brand Ariel launched in South Africa, it was in a market with firmly entrenched loyalty to existing brands such as Omo. Breaking through to the market in a way that got a lot of people to take notice in a hurry would be a challenge.

+ IDEA

We would break the world record for the number of items washed at the same time with 1000 people washing 1000 items of clothing - in just 1 wash, donating all the washed clothes through a partnership with the Red Cross. 

= RESULTS

• Ariel launched with over 1000 women washing clothes simultaneously

• World record was announced immediately as adjudicator from the UK was present 

• Over 5000 people experienced the product and drove trials

• A TV commercial was produced and aired within 24 hours