Ariel (laundry)
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The examples and perspective in this article deal primarily with the United Kingdom and do not represent a worldwide view of the subject. (November 2011) |
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| Laundry Detergent | |
| Owner | Procter & Gamble |
| Country | United Kingdom |
| Introduced | 1967 |
| Related brands | Joy |
| Markets | Europe, Mexico, Japan, China, Brazil, Peru, Turkey, Colombia, Ecuador, Venezuela, Pakistan, Philippines, India, Panama, South Africa, Middle East |
| Website | http://www.ariel.co.uk/ |
Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, Pakistani, Indian, Colombian, Chilean and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available.
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History[edit]
Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder.
The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Futur". This was possibly in response to Unilever's launch of the ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders never proved popular in the UK; so when the tablet variant appeared in July 1999, the compact version disappeared.
In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle.
Product range[edit]
The available range in the UK currently includes:
- Ariel Bio - biological detergent with bleach for whites. Available as automatic (low suds) powder, ExcelGel, tablets, and liquitabs.
- Ariel Colour & Style - biological detergent which is bleach free product to protect colours: available as automatic powder, tablets, ExcelGel and liquitabs.
- Ariel Non-Bio - non-biological detergent which is free from enzymes and has the added fragrance of almond milk and honey: available as ExcelGel and liquitabs.
- Ariel Biological with Febreze - as Ariel Bio but with the added freshness of Febreze, sold at a premium price to standard Ariel. Available as automatic powder, tablets, Excel Gel and liquitabs
- Ariel Stain Remover - a stain pre-treatment product. Available as pre-treatment spray, powder and gel (the powder also being available as an anti-bacterial variety, and the latter two also being available for whites)
- Ariel Handwash - powder suitable for washing by hand or in a twin-tub machine. Ariel Handwash also refers to a now defunct high-suds version of liquid sold in smaller bottle, a product suitable for washing by hand or twin tub to take on holiday to launder small quantities of clothes.
All Ariel products (except for Stain Remover and Handwash) carry Actilift technology. As with all non-biological detergents, Ariel Non-Bio is dermatologically tested.
Ariel is available in powder, tablet, ExcelGel and liquitab form.
In 2006, Ariel started its "turn to 30" campaign to inspire consumers to wash in cool water so that energy can be saved.
Ariel launched a concentrated version of their liquid detergents named Ariel Power in the spring of 2008.
In October 2008, Ariel launched their new Excel Gel product which can be used in temperatures as low as 15 degrees celsius. This product was launched under Ariel's "cold is the new hot" campaign.
In 2010, Ariel brought out their Stain Remover product range, claiming to customers that it would get rid of their stains first time or their money back.
The available range in India currently includes:
Detergent powders
- Ariel Complete (For hand wash or top-loading washing machines)
- Ariel Anti Bac (For hand wash or top-loading washing machines)
- Ariel 24-hour Fresh (For hand wash or top-loading washing machines)
- Ariel Matic (For top- and front-loading washing machines)
The available range in Brazil currently includes:
Detergent powders
- Ariel SOLUÇÃO TOTAL COM MICROESFERAS
- Ariel SOLUÇÃO TOTAL COM OXIBARRAS
- Ariel SOLUÇÃO TOTAL ECOMAX
Liquids
- Ariel SOLUÇÃO TOTAL
- Ariel SOLUÇÃO TOTAL COM TOQUE DE AMACIANTE
Controversial Ads[edit]
In 2010, Ariel released a series of controversial web banners [1] that appeared to compare former US President George W. Bush to Adolf Hitler, depicting both in caricature as "stains" that users could transform into more benign characters (Mohandas Gandhi and Charlie Chaplin, respectively), by spraying them with Ariel liquid. The online ads were created for Ariel by Brazilian Ad Agency Ponto de Criação.
References[edit]
- ^ "'Stain Remover' banner ads" archived on bannerblog.au
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This article needs additional citations for verification. (September 2008) |
External links[edit]
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