Ariel’s very own mini-Telenovela was produced under the idea, “The smoothness and freshness of Ariel with a touch of softener will make you fall in love with your clothes.” 22, two-minute episodes featured a hotel maid that falls in love with a famous guest after falling asleep on his bed because of the softness of his sheets, ran exclusively during “Pasiones,” a popular show that reunites long lost loves.

Ariel’s attribute score for softness increased from 17% to 23%. TOM BA grew 14%; Total users grew from 24% to 33%; all contributing to 15% volume growth. “Ariel Amame Suavemente” became so popular the brand created a blog that received over 16,000 hits where episodes could be viewed and discussed.