|Industry||Washing powders & Detergents|
|Agency||Saatchi & Saatchi London|
|Effie Awards 2011|
Credits & Description
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.