The films, released by Saatchi & Saatchi in September, highlight the true stories of three Filipina women and demonstrate the product and emotional benefits that Ariel delivers by making laundry easier and more fulfilling. Clean clothes not only provides people the assurance that they look good on the outside, it gives them the inner confidence to succeed in other areas of their lives.
The campaign puts a spotlight on real life Ariel PHP 7.50 customers: Hermelyn, a street sweeper, who tells of how she is recognised for her levels of cleanliness when she sweeps the streets of Manila; Khay, a welder in a shipping company whose spotless uniform gives her confidence to rise in her career; and Rowena, a social worker who sees the positive effect that clean clothes have on the children she works with at an orphanage. The public response to the films has been hugely positive, with comments on social media commending Ariel for telling real stories of real people, and using their product to create positive change in Filipino lives.
This follows the highly successful launch of the Ariel PHP 7.50 product in March earlier this year. The musical campaign used Cece Peniston’s famous song ‘Finally’ to capture the emotion that ‘finally’ Ariel was available at a more affordable price. The song was a big hit, resulting in numerous spoofs and memes online. The launch campaign resulted in growth in volume sales and value share for Ariel, strengthened brand equity, and even made Ariel a popular culture sensation in the Philippines.
Watch the videos here: https://www.youtube.com/user/arielphilippines