Evita el drama
For years, Ariel prioritized facts over feelings.
How could we guide it back
to embracing emotions?
It's well-known that the fabric care category is cluttered worldwide. Ariel, once a beloved brand among Latin American families, succumbed to category norms, resulting in declining share and profits.
Our clients recognized that their proven methods wouldn’t yield new knowledge to tackle this challenge. Enter “The Control Room”, a deprivation experiment designed to break families out of laundry autopilot and immerse us in their lives for two weeks. No need for cutting-edge research platforms. We did everything through WhatsApp groups and 24/7 moderation.
How did the strategy team help?
What came out of this?
Evita el drama
We uncovered a dormant truth about teens in LATAM:
The real laundry moment of truth—picking up a garment and discovering it wasn't properly washed—poses a high risk of unleashing teen drama. Ariel helps families avoid this drama.
MÉXICO 🇲🇽
What do we brag about?
-Ariel’s most successful campaign since the ‘80s reclaimed market share and earned the brand its first-ever Effie Award in Mexico.
-Leo Burnett Mexico secured the Downy and dishwashing businesses thanks to Ariel’s results and our innovative problem-solving approach.
-Recipient of the P&G global Brand Building award presented by Mark Pritchard.