Monday 15th 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 15th 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.
Did you see Virgin Holidays' luxury tree house PR stunt?
The Virgin family of brands, headed up by maverick entrepreneur Richard Branson, are known for doing things their own way, and being open to cool and exciting ideas. Virgin Holidays recently decided to put its marketing budget to good use
Comparison site Gocompare.com has launched with global performance marketing network Affiliate Window. Launched by a team of insurance experts in November 2006, Gocompare.com is one of Britain’s most popular comparison sites.
With the move to Affiliate Window, the brand plans to diversify and automate their affiliate programme. Gocompare.com will use Affiliate Window’s market-leading reporting and automation to help grow the channel.
Attending conferences is fun. You learn a lot and you get to meet some great people and expand your network.
However, attending conferences isn’t a cheap affair. You have to pay for travel, accommodation and food. Not to mention, time off work and time to catch up with work. If you have family commitments, it can also be hard to justify the time away.[more…]
Sally Durcan writes ... Talk to Mums is a ‘Mum to Mum’ communications agency that connects brands with mums online and offline.
Our goal is to make marketers + PR’s jobs easier by offering multiple ways to reach mums, more than any other agency or group through our active online and offline communities. Access to these communities is via our range of services & programs.
The Super Bowl’s done and dusted but the ad wars will linger on, with claim and counter claim as to which did well and which didn’t. We’ll cover this intelligence (if such it be) as and when but here’s a pretty fair selection courtesy of the Guardian (feel free to ignore the trying-very-hard-to-be-funny commentary).
Here’s one from Jeep and agency Iris that didn’t surface before the Bowl, of the ‘heroic’ school of advertising that may be a bit over the top but comes as a welcome change from all those celeb-packed comic efforts. It topped Adweek’s top five.