Results and Effectiveness

We turned a cultural insight into a multi-dimensional message. We delivered pride, emotional connection and engagement through the stories of Filipinos who were never “only” anything. We received hundreds of nominations, exceeding our benchmark by 49%. Top of mind TV advertising awareness increased by 367%. Total impressions topped 66m. Key brand image scores such as “helps prevent colour form fading” and “keeps clothes looking new” are up by an average of 636%. Value share is up by 181% and volume share up by 180% In-store sales are up by 185%.

Creative Execution

We launched our search for the hardest-working Filipinos in four stages: First, we created a unique colour chart. Designed to signify the common uniform of each profession – soldiers in green, Red Cross workers in red, policemen in blue and street sweepers in yellow – these colours underpinned our message of wearing colours with pride. Second, we launched Ariel “Kulay Pinoy (My Colour, My Pride) Awards. Third, we called on Filipinos to name their No.1 worker. We stopped at nothing to find our hard working heroes, mixing our online content with coverage in the biggest TV news and entertainment shows. Finally, we celebrated our winner – a courageous fire-fighter – turning his story into a mini-documentary and celebrating his pride in wearing his colours.

Insights, Strategy and the Idea

We gave Filipinos pride in their work. We helped them celebrate the impact they made and created a kaleidoscope of colour to recognise the country’s hardest workers. We didn’t just launch Ariel’s first-ever colour care detergent, we created a new sense of national purpose based on a powerful cultural insight. Unlike many countries, Filipinos belittle their jobs. They say “I’m only a teacher” or “I’m only a policeman”; words that reflected a national lack of pride. Ariel set out to instil pride in the professions, celebrating the power of colour via our working uniforms. We would colour-code the workforce, giving every profession its own vivid tone, and launched a competition – the Ariel “Kulay Pinoy (My Colour, My Pride) Awards – to celebrate every one of them. We would create a nation of heroes, and help the country’s hardest workers keep their colours strong with Ariel Colour & Style.