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.