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.
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.
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