Synopsis
Procter & Gamble and Hotpoint enlisted our help to encourage consumers to switch to a 30 degree cycle without compromising the quality of their wash.
Our strategy was simple; to communicate that by using Ariel together with Hotpoint, outstanding washes could be delivered at lower temperatures. This was reinforced with benefits of being both kind to the pocket in saved energy costs and kinder still to the environment through using less energy. The endorsement of major machine manufacturer Hotpoint provided credible supporting weight to the new thinking.
The creative campaign dramatised super clean washing shown in a variety of colder contexts to provide instant connection to our strategic idea, ‘brighter whites even at cooler temperatures’. Creative executions included a mountain, an ice cream and an ice cube tray.
National exposure included women’s lifestyle and weekend glossy magazine single page, double page spread and special format advertising.