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Procter & Gamble – new global marketing direction with a focus of using storytelling to emotionally engage audiences

by on October 10, 2012

Procter & Gamble’s flagship laundry brand undertakes new global marketing direction

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. [more…]