In order to demonstrate Ariel with a touch of Downy's specially formulated fragrance of just-washed laundry, and the fact that it lasts for up to 5 days, special packages were created to resemble the fresh produce commonly displayed in supermarket aisles.

Consumers of Al Maya Supermarket were targeted while shopping for their fresh fruit and vegetables. However, in amongst these items, shoppers were surprised to also find a new variety of produce: freshly laundered clothing. Just like their fruit and vegetables, the packs contained key facts about the product to help consumers make an informed decision before visiting the laundry aisle.