Results and Effectiveness

This effort was featured on TV, radio and on a nationwide newspaper. It was the newest thing on blogs, Facebook walls and Twitter feeds. Best of all, our P&G Ariel clients themselves, informed us that during the time of the campaign, the brand enjoyed a 16% increase in sales. And in grocery surveys, women specifically mentioned this effort as one of the reasons they were convinced that Ariel makes clothes look like NEW.

Creative Execution

We transformed the Laundromats to appear like fashion boutiques selling new clothes. Passersby enjoyed window displays featuring mannequins wearing clothes washed with Ariel so they looked like NEW. Upon entry, there were display racks where newly-washed clothes were displayed. We also provided dressing rooms where consumers to try their newly-washed clothes. Upon payment, clothes were returned with fashion tags attached and inside fashion bags. Online, we transformed their website into what seemed like an online boutique selling NEW fashion at dirt-cheap prices. But once clicked, consumers saw the prices were actually the cost of making clothes look NEW with Ariel.

Insights, Strategy and the Idea

Ariel wanted to break its newest news: Ariel can make old clothes look like NEW. Just how NEW? This was what we wanted consumers to see. In a cluttered market, where so many detergents were already making noise in above-the-line channels, we knew that we needed a NEW idea in a NEW channel. one that only Ariel could own. So we partnered with a Laundromat chain, got them to wash their customers' old clothes with Ariel, then transformed their Laundromats into fashion boutique stores. And from there on, we treated the clothes, as if they were brand NEW.