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Arial’s £10m Marketing Campaign Aims To Push Consumers To Its Liquitabs

March 7, 2018: 12:00 AM EST
As part of an effort to boost its performance in the UK laundry market, Ariel has launched a £10m marketing campaign, its biggest in a decade. P&G aims to persuade more consumers to switch from liquid washing detergent to more premium liquitabs that are more lucrative to the company.  In recent years the UK laundry detergents market has been struggling. Mintel estimates it was worth £984m in 2017, 2.3% less than the year earlier. Ariel’s campaign focuses on the ease and simplicity of using liquitabs and is to be accompanied by an educational campaign about how to use them and store them safely. [Image Credit: © P&G]
Sarah Vizard, "Ariel launches biggest marketing push for a decade as it looks to get laundry market back in growth", Marketing Week, March 07, 2018, © Centaur Communications Ltd
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