Magazine article Marketing

P&G Debuts Sub-Brand through Ariel Portfolio

Magazine article Marketing

P&G Debuts Sub-Brand through Ariel Portfolio

Article excerpt

Procter & Gamble (P&G) has signalled its intent to take on Reckitt Benckiser in the stain-removal sector, with the launch of Ariel sub-brand Actilift.

Ariel with Actilift will form part of P&G's strategy of introducing fledgling brand names to consumers by allying them with established products.

P&G claims the product aids stain removal and, after several washes, will prevent stains from setting into clothes.

The dual branding will appear across all Ariel non-biological products, as P&G seeks to establish the Actilift name.

P&G will support the launch with a TV, print and digital campaign created by Saatchi & Saatchi, which will break over the coming weeks.

Ariel marketing manager Jared Regan says the company will use the Actilift brand to explain all the benefits provided by the formula.

The FMCG giant has sought to boost sales via a dual-brand approach in the past. In 2007, it launched an pounds 8.5m push for its Ariel with Febreze and Lenor with Febreze ranges.

Analysts suggest that drawing on the combined power of the two brands can create a sense of premium.

'Where brands have an established reputation, you have to be careful,' says Andrew Mulholland, client services and operations director at Futurebrand. 'Combining products like Lenor and Febreze makes perfect sense, and you get a 'two-for-one' effect.'

Mulholland believes P&G may be using Ariel as a 'Trojan Horse' to debut Actilift in the stain-removal sector to compete directly with Reckitt Benckiser's Vanish. …

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