In the UK, Procter & Gamble is releasing a new campaign for its detergent brand Ariel, which will revolve around apparel stories told by various people. The promotion, developed by Saatchi & Saatchi, bears the strapline “That’s my Ariel, what’s yours?” to highlight the personal connection between the brand and people who use its products. The campaign, which includes TVCs, print, PR and digital promotion on the brand’s fresh page (registered on September 10) on Facebook, launches on October 15.

Photo: A snapshot from the «Bad Sport» advert for Ariel

“Our clothes tell stories about us; about the special moments and the everyday. We want to hear your stories and celebrate the clothes that matter to you,” says the brand in its Facebook hub. The new positioning makes a shift from the traditional “proof-of-performance” approach used in adverts for detergent brands.

«Bad Sport,» one of the spots (it can be watched here), features an old married couple, sitting in front of the cameras. The wife tells that her husband John started wearing flamboyant clothing for his golf practice, she hoped that the colours will fade over time, but “with Ariel they somehow stay bright” and she is not happy about that. “You look like a clown,” she concludes, looking at her embarrassed spouse.

The new promotion of the brand is expected to establish “a more intimate and emotional connection” with the target audience, Ian Morley, fabric and homecare marketing director, P&G UK & Ireland, told www.campaignlive.co.uk. The source also informs that the new campaign is part of a broader promotion, rolling out across the U.S., Spain, France and India.