Magazine article Marketing

50 Years of Fame: Brandfame - Ariel

Magazine article Marketing

50 Years of Fame: Brandfame - Ariel

Article excerpt

Compared with other clothes washing detergents, Ariel entered the TV advertising arena fairly late. Having watched the 'soap wars' of the late 50s and early 60s from the sidelines, Ariel aired its first ad on ITV in April 1968.

The campaign showed Ariel demonstrating the effectiveness of its product in a scientific, side-by-side comparison of its brand and a 'leading competitor'.

The most famous ad of this era was the 'Billingsgate fish market' creative, which showed how Ariel was able to eradicate stains acquired in a very dirty and smelly environment, whereas the competitor was unable to clean the fishmonger's white uniform completely.

Throughout the 70s and 80s, Ariel's advertising focused on the main user of its product - women doing laundry. Its ads highlighted the functional benefits of the brand and continued the comparative approach that had been so successful.

Ariel's advertising has evolved from this product-benefits strategy to a more emotional approach. Recent ads, such as the 'Ice fishing' creative in 2004 omit words until the final frames. The ad focuses on the harsh Arctic conditions, then tugs viewers' heartstrings as a babygrow is removed from a hole in the ice and the woman doing her washing turns to reveal a child in a papoose on her back. …

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