NAIROBI, KENYA – Procter & Gamble (P&G) has launched a campaign for its Ariel detergent brand in Kenya, as part of its strategic intent to further grow its consumer base in the country and the region.
Ariel has announced a revamp of their detergent and embarked on a new campaign dubbed #UltimateGuarantee in celebration of 10 years since entering the Kenyan market.
The campaign investment is geared towards supporting Below the Line (BTL) and Above The Line (ATL) activities.
Showing great confidence in their new detergent, Ariel is introducing a money back guarantee to boost trial. If a consumer is not satisfied with the new Ariel detergent, the brand will reimburse them.
The campaign marks a significant increase in marketing spend on the Ariel brand by P&G, as it seeks to further cement its leadership position within the laundry market in Kenya and the East Africa.
“In a bid to offer our consumers better solutions, we invest heavily behind the feedback we receive from them, and this is why we are Kenya’s number one detergent of choice. Based on consumer research, we know that most people still wash twice to better remove stains but with the new Ariel we guarantee you better stain removal in just one wash,’’ said Anthony Ng’ang’a, Brand and Commercial Director, P&G East Africa.
Ariel washing powder is available in both handwash and machine wash variants ranging from 30 grams to 3.5 kilogrammes, which retail at prices between Ksh15 (US$0.15) and Ksh1,375 (US$13.72 )in leading stores.
Due to the demands of the Kenyan market, Ariel has also launched a Ksh10 (US$0.10 )sachet for the largest demographic of their target market.
“In Kenya, domestic managers have become an integral part of the household. They enable individuals to cope with the challenges of combining work and family responsibilities- in a way, they are our ultimate guarantee in our households. Ariel wants to step in and offer a small token of appreciation in recognition of their key role in our homes, and as Ariel brand ambassadors,” said Lydia Kakutwi, Fabric Care Assistant Brand Manager, P&G Kenya.
The Ariel #UltimateGuarantee campaign is a celebration of the brand’s leadership in the detergent market and purposes to touch millions of lives through its reward programme of domestic managers (DMs) and women groups (chamas).
The campaign has gained traction online and is being hailed for the initiative they have made in recognizing and rewarding diligent domestic managers. The conversation hashtag #ArielAt10 #UltimateGuarantee has received tremendous engagement with the online community.
Ariel was launched in the Kenyan market in 2009 and has steadily gained control of the market ever since.
The company has attributed its market leadership to their high levels of product innovation, superior performance and always putting its consumer needs first.
P&G serves consumers around the world with one of the strongest portfolios of trusted, quality, leadership brands, including Always, Ambi Pur, Ariel, Bounty, Charmin, Crest, Dawn and Downy.
Other brands are Fairy, Febreze, Gain, Gillette, Head and Shoulders, Lenor, Olay, Oral-B, Pampers, Pantene, SK-II, Tide, Vicks and Whisper. The P&G community includes operations in approximately 70 countries worldwide.