Howard Fretten

The Brilliant Ariel family

The second campaign I wrote for Ariel at Saatchis was the original 'brilliant' campaign.

As the brand had consistently been seen as rather too functional and unemotional, losing out to Persil’s 'mum in a box', this campaign was aiming to make the brand warmer.

We created the 'Ariel family' and showed them negotiating the travails of domestic laundry-land with good humour and playfulness.

Included here are the holy trinity of classic FMCG marketing needs – the launch, the torture test and the third party endorsement.