Procter & Gamble’s leading laundry brand Ariel has teamed up with Hotpoint in a major new integrated campaign to promote the combination’s ability to keep whites looking bright.
Hotpoint now exclusively recommends Ariel in all its laundry appliances, and the partnership will continue throughout 2005 and beyond. Arc London has developed the campaign, which will run across TV, radio and in-store activity in more than 400 stores nationwide. A 20-second TV ad shows moths attracted to the brightness of the laundry delivered by Hotpoint and Ariel. This builds on the current Ariel “ice fishing” campaign and Hotpoint’s launch of its latest laundry range. The in-store activity will show shoppers the results of Ariel’s superior performance at low temperatures and underpin Hotpoint’s recommendation of Ariel.
Gary Munns and Aaron Martin, creative directors at Arc London, said: “It was great to work with two brands as strong as Ariel and Hotpoint. The idea is simple and elegant, working across a variety of media, to maximise the impact of the partnership on TV and beyond.”
