Procter & Gamble – new global marketing direction with a focus of using storytelling to emotionally engage audiences

Procter & Gamble’s flagship laundry brand undertakes new global marketing direction

Monday 15^th October 2012 sees the launch of My Ariel, a brand new through-the-line marketing campaign from P&G laundry brand Ariel. The campaign hails a new direction for Ariel detergent and Ariel Stain Remover, marking a departure from the historic demo-led, proof of performance campaigns, to a focus of using storytelling to emotionally engage audiences. This approach recognises the shift in the modern consumer’s expectations of new brand campaigns.

The My Ariel campaign will marry traditional and digital platforms for the first time in the brand’s history. In addition to above the line TV advertising – featuring multiple copies – the My Ariel campaign will be supported by a 360 multi-touch point marketing plan including print advertising, PR & blogger outreach, i-media and the launch of two dedicated social media platforms – a new You Tube channel and Facebook group.

The campaign breaks on air – Monday 15^th October – with two My Ariel TV copies running in parallel to each other. Both copies focus on a clothes related parody that we can all relate to; setting up why Ariel is relevant to the consumers and their families.

Lionheart sees two brothers in their flat; the younger one is preparing for a night on the town. He puts on his favourite shirt, his lucky shirt, the one he calls the Lionheart which he washes with Ariel Liquitabs to keep him looking irresistible.

• Bad Sport sees a downcast wife sitting on a sofa, she is talking to the camera about how her husband has taken up golf – the camera pans to him sitting in his brightly coloured golfing attire – she tells us that she hates his clothes, that she had hoped they would fade over time but Ariel keeps them looking bright.
• There are two more ads to follow – one airing in October 2012 called Semester, which takes a look at a female student and the relationship with her clothes as she prepares for her parents to visit. The second will be launching in January 2013 called New Blouse, and focuses on the dynamics of couple at home – he thinks she spends too much on clothes, she disagrees.

The new My Ariel campaign marks a step change in approach for the Ariel brand. Previously the product itself had been the hero of the advertising, brought to life in recent years through proof of efficacy tests starring male protagonist ‘Phil’ undertaking a variety of ‘laundry challenges’. The My Ariel campaign instead puts the consumer and their “garment” stories at the heart of the communications, a further continuation of P&G’s celebration of consumers and their personal stories as seen most recently with P&G’s Proud Sponsor of Mum’s campaign during London 2012.

Ian Morley, Fabric and Home Care Marketing Director, P&G UK and Ireland explains: “We know that consumers’ purchases today are equally motivated by both the end functional ‘product’ benefit and their emotional connection to brand. Historically, we’ve focused solely on the functional benefit, ‘My Ariel’ is all about drawing that emotional connection too. It speaks to our customers in a way that is relevant to both them and their families – showing how Ariel as a part of their lives, whatever their story.”

He continues: “In its simplest form, the campaign talks to people about what Ariel does for the clothes they care about. It’s very new for the brand but we’re convinced about the impact it can have, particularly as we expand the brand’s presence into all new media channels. With a campaign like this where you are building a more intimate and emotional connection with your audience, social media is a fantastic opportunity. We’re excited by the possibilities it gives to have this more personal dialogue with our consumers about what matters most to them.”

My Ariel has already launched successfully in the US, Spain, France and India with country-specific TV copies that also focus on the role that clothes and specific garments play in relationships.

Agencies

Saatchi & Saatchi – Advertising

Hill + Knowlton Strategies – PR

Zenith Optimedia – Media