Skip to main content

Ariel launches a new product in multi-million shilling campaign to extend its market leadership

From left: Lydia Kakutwi (Assistant Brand Manager-Fabric Care, P&G Kenya), Anthony Ng'ang'a (Brands Commercial-P&G East Africa) and Francisco Gala (Country Category Leader-Fabric care, P&G)

As part of its strategic intent to further grow their consumer base, Ariel has today announced a revamp of their detergent and embarked on a new campaign dubbed #UltimateGuarantee in celebration of 10 years since they entered 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 its owner, Procter & Gamble (P&G), as it seeks to further cement its leadership position within the laundry market in Kenya.
“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 hand wash and machine wash variants ranging from 30g to 3.5Kg, which retail at prices between Ksh15 and Ksh1375 in leading stores. Due to the demands of the Kenyan market, Ariel has also launched a Ksh10 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 program 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 their market leadership to their high levels of product innovation, superior performance and always putting their consumer needs first. 

Comments

Popular posts from this blog

Narok School benefits from a Dormitory Courtesy of Procter and Gamble

STUDENTS OF OLOIGERO PRIMARY SCHOOL POSE FOR A PHOTO WITH THE P&G TEAM AND PARTNERS OUTSIDE THE NEWLY BUILT DOMITORY Pupils of Oloigero Primary School in Narok County have a reason to smile after Procter and Gamble funded the construction of a girl’s dormitory in the school. The facility, which will accommodate 80 girls, will help support and improve the access to quality education in the area. “Access to quality education is affected by a myriad of challenges in this country. Inadequate infrastructure is one of them.  The situation is even more dire for our girls thus the reason we are here today to commission this dormitory. We believe that this facility will be a critical resource to help keep our girls in school and together with other partners we will work to ensure that we change the narrative about girls missing school due to menstruation,” said Anthony Ng’ang’a,  Associate Brand Director -Commercial Leader - East Africa at Procter & Gamble (P&G)...

Decentralized finance as a key driver of the financial ecosystem in Africa

Decentralized finance has come a long way from being a term only known to tech insiders. Although still in the early stages of development, Defi has the potential to open the door to a new industry within the African financial ecosystem. Africa is home to some of the world's fastest-growing economies, has a young population and has proven to be a fertile market for digital financial services. The continent leads the world in mobile money adoption, with digital transactions in Africa accounting for more than 45% of global mobile money transactions All these factors make the continent a strong candidate for the adoption of new financial services and technology. As the younger population on the continent grows, the need for financial inclusion increases. As much as banks are crucial to poverty reduction and sustainable growth, they have been unable to fill this gap. As a result, mobile money and open banking platforms are rapidly taking over the role of many banks. Both are leveraging...

Boehringer Ingelheim rolls out training programme for local health innovators

Some of the innovators from Kenya, Ghana and Nigeria during the Making More Health accelerator workshop Boehringer Ingelheim, one of the world’s leading pharmaceutical companies, has called on innovators in Africa to adopt viable business models for their enterprises to ensure growth and sustainability. Speaking during a two-day training workshop for social entrepreneurs Eduardo Lioy, Director Corporate Strategy Development at Boehringer Ingelheim said the firm has invested heavily in training innovators and social entrepreneurs especially in human and animal health in an effort to tackle unmet human and animal health needs. The 'Making More Health’ (MMH) Accelerator programme was launched last year and brings together African social entrepreneurs, Ashoka, an innovators platform and Boehringer Ingelheim's’ leaders from around the globe to brainstorm on ways to enhance the start-ups business models and identify opportunities for strategic collaboration to improv...