Ariel Stain Remover: "First Time 1" TV Commercial by Saatchi & Saatchi London

In 2009, the German and UK markets for stain removers were dominated by Reckitt Benckiser with a market share of more than 50%. Ariel, in contrast, started from zero.Launching a product into the FMCG market is notoriously difficult: markets are crowded, spending is heavy, competition is fierce and the grip of the supermarket chains continuously intensifying.


And while newcomer products might attract people to try them out once or twice, their news-value sooner or later vanishes. Less and less people are buying the product after a while. In short: in the FMCG market making a lasting impression is even more difficult than launching a new product.

The objectives of this campaign included capturing 10% market share during the first year of launch starting from 0% in Germany in July 2009 and the UK in July 2010. Another key aim was to bring new consumers in to the market and grow the overall category by doubling the current marketing growth rate.

With the help of a concentrated TV campaign, these objectives were achieved. In Germany, by the end of 2009 market share had increased to 16% while in the UK, Ariel Stain Remover gained 17 % market share – thoroughly surpassing the original objective.

Title "First Time 1"
Agency Saatchi & Saatchi
City London
Agency MediaCom, London
Advertiser Procter & Gamble
Brand Name Ariel Stain Remover
Category FMCG
Market Germany, United Kingdom
Country of Production United Kingdom
Type Television