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Turning to 30º to help save the planet

This campaign represented one of the first brands to focus on the mainstream environmental awakening in the UK, and has delivered not only consistent behavioural change and business growth, but received widespread stakeholder and industry accolades for putting energy-saving on the mainstream agenda. Independent research has shown that 88% of those that wash at 30 do so because of Ariel (IPC Green Matters Research 2007)

Over 4 years of campaigning, the team has continually innovated the creative to maintain leadership against me-too brands - most recently with the successful launch of Ariel Excel Gel (and a turn to cold water washing message) which achieved record share levels.