Aim, Stain and Win with Ariel Fashion Shoot

Stockholm - In a consumer product test with a difference, last week P&G's Ariel challenged Nordic Facebook users to stain as many brand new clothing items as possible, with the chance to win whatever they hit - after it had been washed clean with Ariel Actilift.

Created by Saatchi & Saatchi Sweden, working with production partners B-Reel, ‘Ariel Fashion Shoot' took place in a specially built glass box in the waiting hall of Stockholm Central Station, where passers-by could watch as clothes were hung on a washing line, only to be soiled.

Facebook users logging onto Ariel's Facebook page controlled a specially programmed industrial robot loaded with ketchup, drinking chocolate and lingonberry jam in real time, trying to hit one of 1,000 designer garments and basics as they swished past. It was as easy as ‘aim, stain and win' - each successfully stained item of clothing was then washed on-site with regular Ariel Actilift before being posted on to the lucky winner.

"For us, Ariel Fashion Shoot is a fun, transparent and innovative way to put our products to the test. It is one of the largest product tests that Ariel has ever done. We chose the most public place that we could find as the venue for showing the whole process from soiling to washing. And the soiling is done by the consumers themselves on Facebook. Our message with this event is that stains are nothing to worry about. You should be able to wear your favourite clothes as often as you like without having to worry about unremovable stains or the garment being ruined in the wash. Hopefully we will also make people see the fun side of stains," said Aimee Goldsmith, External Relations Leader at P&G.

Hans Sydow, CEO of Saatchi & Saatchi Sweden commented: "Today we all dream of ways to engage consumers, to have them play with us, talk to us, hang with us. When we created this together with the savvy team at P&G Nordic and B-Reel, it just proves that it can be done."

See how the event unfolded at

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