{"id":70611,"date":"2012-10-12T10:56:30","date_gmt":"2012-10-12T09:56:30","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/pg-revamps-ariel-marketing-campaign-october12201200\/"},"modified":"2012-10-12T10:56:30","modified_gmt":"2012-10-12T09:56:30","slug":"pg-revamps-ariel-marketing-campaign-october12201200","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/pg-revamps-ariel-marketing-campaign-october12201200\/","title":{"rendered":"P&#038;G Revamps Ariel Marketing Campaign"},"content":{"rendered":"<p>Brands are increasingly acknowledging the importance of placing consumers at the centre of their marketing strategies and trying to reach them through a more personalised and emotional approach.<br \/>\nOne such brand is Procter &amp; Gamble (P&amp;G), which is overhauling its marketing campaign for its laundry brand Ariel and shifting the focus from the product to the consumer and their own stories, according to Marketing Week.<br \/>\nThe new campaign, called \u201cMy Ariel\u201d, is launching in the UK on 15 October and will feature new characters and their clothes. According to P&amp;G, this is the next step in the brand\u2019s ongoing plan to \u201ccelebrate consumers\u201d, which started just before the London Olympics with its \u201cProud Sponsors of Mums\u201d campaign.<br \/>\nIn addition, the new marketing move will mark the first time that the brand has exploited traditional media along with <a href=\"https:\/\/www.strattoncraig.com\/services\/digital-copy\/\">digital marketing<\/a> channels. The campaign will roll out on TV, print and digital platforms, including <a href=\"https:\/\/www.strattoncraig.com\/services\/digital-copy\/social-media\/\">blogs<\/a>, a Facebook page and a YouTube channel.<br \/>\nIan Morley, P&amp;G UK\u2019s fabric and home care marketing director, believes that the brand\u2019s attempt to create a more \u201cintimate\u201d connection with consumers and to reach them across various channels will be a success. Consumers have two main motivations to buy the product &#8211; the benefit they get from the quality of the product and their emotional connection to it &#8211; so combining both will build an even better relationship, he explains.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brands are increasingly acknowledging the importance of placing consumers at the centre of their marketing strategies and trying to reach them through a more personalised and emotional approach. One such brand is Procter &amp; Gamble (P&amp;G), which is overhauling its marketing campaign for its laundry brand Ariel and shifting the focus from the product to [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[453],"tags":[],"class_list":["post-70611","post","type-post","status-publish","format-standard","hentry","category-archived-content-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>P&amp;G Revamps Ariel Marketing Campaign - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/pg-revamps-ariel-marketing-campaign-october12201200\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"P&amp;G Revamps Ariel Marketing Campaign - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Brands are increasingly acknowledging the importance of placing consumers at the centre of their marketing strategies and trying to reach them through a more personalised and emotional approach. 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