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Archived posts from February 2007
Ariel asks customers to do their washing at 30 degrees
In the first of a new kind of proposition in the mass market – one that we expect to see a lot more of over the coming months – Ariel launch a very cool campaign to get people to turn down their washing machines. This could begin to show that behavioural energy/ carbon marketing works, which is essential for most non-energy businesses to join in with the carbon debate. With TV, web and print applications, P&G are building green credibility and home-sense for Ariel by inviting people to change their behaviour, and strongly leading everyone to infer a key product benefit (washes better at lower temperatures, saving you money), while never actually stating it!
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