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Published/Aired: 
February 2010
Ariel:  Fresh
Ariel Ambient Ad -  Fresh

Description

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, Saatchi & Saatchi, Dubai created special packages that resembled the fresh produce commonly displayed in supermarket aisles. While doing their weekly groceries, shoppers were surprised to find a new variety of produce: freshly laundered clothing.

Ambient advertisement created by Saatchi & Saatchi, United Arab Emirates for Ariel, within the category: House, Garden.

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Highest Rated

J Designer's picture

I like this - the shirts look great next to the fruit....but there are some people that won’t get that this is just advertising and might try to buy the shirt. If customers are able to buy the shirts as well I think this works, if not there will be many confused customers left at the counters.

J Designer
Activity Score 2420
Graphic Designer at Click Clack
atb2005's picture

That may work in Dubai, but it won't work at my grocery store in Chicago..lol Here we don't have the produce displayed/sold in packages. Still, I love the idea: it's funny and clever. Good job.

atb2005
Activity Score 13557
lynz's picture

Well that is why it was done in the UAE and relative to the market at hand.

lynz
Activity Score 104
Art Director
Gardner's picture

Some ads require assistance of a psychologist.
Fruits may transfer their quality of freshness to shirts, but in exchange they also receive quality of artificial chemical freshness. That may raise some issues with future sells of fruits in this supermarket.

Gardner
Activity Score 4
Other
jamesrothenburg's picture

Uh, you're overthinking this. The ad just says that your clothes smell fresh. Not that they'll smell like fruit, or chemicals, etc.

jamesrothenburg
Activity Score 554
Art Director
Adaddicted's picture

Its great to see usage of new media for the past couple of days!
But, was it necessary to specify the Item and Date?!... which are false.

Adaddicted
Activity Score 3435
Art Director |

withalltherespects

Misstree's picture

Strange, but displaying it in a fruit stand actually gives me the feeling that'll your clothes will smell like fruit.

Misstree
Activity Score 425
Copywriter |

.............................

Not all who wander are lost.

tirthomitro's picture

really kewl!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

Shubhra Aggarwal's picture

nice ..innovative.. am all for usage of new formats for advertising ..this tends to make more impact on people since they experience these forms of promotion at real touch points, rather than the typical medium used such as the print and TVC ..where there is way too much clutter anyway.
secondly, placement is intelligent too, since the TG is almost similar..most of the times the women are the ones who shop for fruits/ veggies AND they are also the decision maker for the brand of detergent that'll be used at their homes.. so ..i'd give it a thumbs-up!

Shubhra Aggarwal
Activity Score 86
Marketing Manager
satrianee's picture

I think this works a lot. The brand makes its point much louder here other than the product's expected stand. Here it's the only detergent, and it would make a difference if the shopper will have anything similar on the shopping list.

Besides, this is a place where the tags are carefully read. Smart one.

satrianee
Activity Score 3748
Zeus's picture

cool...

Zeus
Activity Score 906
somewhere
silvi's picture

Direct to the target

silvi
Activity Score 4172
Copywriter
J Designer's picture

I like this - the shirts look great next to the fruit....but there are some people that won’t get that this is just advertising and might try to buy the shirt. If customers are able to buy the shirts as well I think this works, if not there will be many confused customers left at the counters.

J Designer
Activity Score 2420
Graphic Designer at Click Clack
Billoughsby's picture

Well done.

Billoughsby
Activity Score 5154
Art Director |

That's it.

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