Ariel Cool Clean: just another successful story from Landor

29 October 2008 | By Popsop Team

Owned by Procter & Gamble, Ariel has a long-standing reputation for reliability and efficacy in the U.K. premium fabric care market.

The challenge for all brands is to build a powerful, lasting dialogue with consumers. Yet many brands communicate promotional ideas on-pack as an afterthought. Ariel Cool Clean is the second in a series of innovative brand-led approaches to on-pack promotions developed by Landor. The goal was to advocate Ariel’s effectiveness at 30°C and the inherent energy cost-savings to consumers by washing at a lower temperature.

ariel_landor_case

Challenge

Over 75 percent of the energy used during a wash cycle is to heat the water. By reducing wash temperatures, consumers can save energy and lower their fuel bills. However, most consumers associate lower wash temperatures with reduced cleaning power. To overcome this, the Ariel Cool Clean pack design needed to provide reassurance of the product’s cleaning power at lower temperatures and demonstrate the benefits of regularly lowering the wash temperature.

Solution

Landor made the entire Ariel Cool Clean package the promotion. The “Turn to 30°C” message is reinforced visually by placing the Ariel logo on a washing machine dial that mirrors the act of physically turning the dial down. The back panel further reinforces the energy saving message. The pack has great shelf presence, clearly communicates the promotion, and maintains Ariel’s brand equities, while pushing the boundaries of promotional packaging. And it’s working – from 2002 to 2007, the number of consumers that use 30°C as their main washing temperature has increased from 2% to 16%.

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