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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. 

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