Ariel Juanwash

Brand Challenge

Ariel needed a campaign to drive sales of Ariel Power Gel (Ariel’s liquid detergent). Being the best but also the most expensive detergent in the market, it had yet to establish its relevance.

 

Consumer Problem

“Being manly” today in the Philippines is not just being “tigas (tough)”, but also being “tigasin sa bahay (tough one in the house who takes care of the chore)”, but men still find it difficult to satisfy his wife’s standard of clean. 

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Insights

As the best detergent in the market, Ariel Power Gel makes it easy for men to achieve the clean that their families want.

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Strategy

Ariel is for every man to share their household's laundry responsibility while achieving a perfect clean.

 

Outcome

Developed a campaign called #Juanwash, which becomes first laundry campaign featuring men in the Philippines. The effort was praised by a Vice President in the Philippines.