Ariel Laundry Detergent: "WASHING AD" Promo / PR Ad by Ponto De Criacao

Category: Best Use of Magazines
Advertiser: PROCTER & GAMBLE
Product/Service: ARIEL LAUNDRY LIQUID
Agency: PONTO DE CRIAÇÃO
Date of First Appearance: Apr 24 2010 12:00AM
Entrant Company: PONTO DE CRIAÇÃO, São Paulo, BRAZIL
Creative Director: Ana Paula Marques (Ponto de Criação)
Creative Director/Art Director: Cristiano Canguçu (Ponto de Criação)
Creative Director/Copywriter: Margit Junginger (Ponto de Criação)
Account Vice President: Cristiano Corrêa (Ponto de Criação)
Account Director: Ana Foryan (Ponto de Criação)
Planning Director: Juliana Nappo (Ponto de Criação)
Media Director: Lusia Nicolino (Ponto de Criação)
Producer: Richard Denami (Ponto de Criação)
Project Manager: Francine Novo (Ponto de Criação)
Associate Marketing Director: Jose Cirilo (Procter & Gamble)
Media placement: Print Ad - Magazines - 24.24.2010

Results and Effectiveness
40,000 ad samplings distributed with a new way to wash clothes.

Creative Execution
The solution was to create an ad that spoke about the product and showed its washing power at the same time. Ultra-thin sachets, the size of magazine pages with enough Ariel Liquid to wash a tank of clothes, were inserted in magazines.

Insights, Strategy & the Idea
Ariel Liquid arrived in Brazil with 2 major challenges: entering a market dominated by powder detergent and overcoming the trial hurdle.