Ad idea: With Ariel, you can remove all stains on your clothes without a trace.Execution: Shirt-shape magnetic drawing board and Ariel is the remover button.Mechanics: No matter what stains the consumer get on the shirt (draw the name on the board), Ariel can remove them thoroughly and keep it looking like new.

Consumers perceive this premium is a showcase of Ariel's superior stain removal. It stimulates the mothers to buy more Ariel because it can help them to keep the clothes clean as new and that is the best reward to them. More than that, the premium creates fun and intimacy between them and their kids when they play the drawing board together.