Cannes Lions

ARIEL LAUNDRY DETERGENT

DEL CAMPO NAZCA SAATCHI & SAATCHI, Buenos Aires / PROCTER & GAMBLE / 2005

Awards:

3 Silver Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

The idea: to create promotional ballpoint pens that illustrate Ariel's ability to make stains disappear without effort. Method: the pen has an image of a white T-shirt with a stain on it. When the user tilts the pen to write with it, the stain disappears and Ariel's logo appears.

Outcome

Over 4,000 pens were distributed at a very low cost per contact (less than USD$2). This generated great impact and strengthened the brand's relationship with distributors and people at the points of purchase.

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