Cannes Lions

ARIEL WASHING TABLETS

ARC WORLDWIDE, London / PROCTER & GAMBLE / 2004

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Overview

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Credits

Overview

Description

Using posters along the route to Wimbledon, we ensured that everyone going to the Championships were exposed to multiple executions linking Ariel with tennis. The creative involved stylish photography of everyday washing items shot in a way that created iconic Wimbledon images - hence producing a visual double entendre that successfully accentuated the link between Ariel and the Wimbledon Tennis Championships. These executions led consumers to the Ariel website, where the relationship between Ariel and brilliantly white tennis whites was further strengthened with information about Tim Henman and the Lawn Tennis Association.

Outcome

During the campaign, traffic to www.ariel.info grew by a staggering 414%. Ariel achieved category leadership for the first time in four years, increasing market share by 5% to become the No. One laundry brand for June with a record 26.1% peak value share. As a result, 514 million tablets of Ariel were shipped in June – more than in any other month in history.

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