Ariel (laundry)

Ariel

Laundry Detergent
Owner	Procter & Gamble
Country	United Kingdom
Introduced	1967
Related brands	Joy
Markets	Europe, Mexico, Japan, Brazil, Peru, Turkey, Colombia, Venezuela, Pakistan, Philippines, India, Panama, Middle East
Website	http://www.ariel.co.uk/Default.aspx

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, Colombian and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available.

Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder.

The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Futur". This was possibly in response to [[Henkel]'s launch of the ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders never proved popular in the UK; so when the tablet variant appeared in July 1999, the compact version disappeared.

In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle.

Product range

The available range in the UK currently includes:

• Ariel Biological, biological with bleach for whites: automatic (low suds) powder, liquid, 2x concentrated Power liquid, ExcelGel, tablets, and liquitabs.
• Ariel Colour and Style, a biological bleach free product to protect colours: automatic powder, tablets, liquid, 2x concentrated Power liquid, ExcelGel and liquitabs.
• Ariel Sensitive (formerly known as Ariel Non Bio, without enzymes supposedly protecting sensitive skin): automatic powder, tablets, liquid and liquitabs
• Ariel Biological with Febreze: as Ariel biological but with the added freshness of Febreze, sold at a premium price to standard Ariel. Available as automatic powder, tablets, liquid, 2x concentrated Power liquid, Excel Gel and liquitabs
• Ariel Stain Pen: a stain pre-treatment product.
• Ariel Handwash: twin-tub powder; also refers to a high-suds version of liquid sold in smaller bottle: a product to take on holiday, to launder small quantities of clothes.

Ariel is available in powder, tablet, liquid, 2 x concentrated Power liquid, ExcelGel and liquitab form.

In 2006, Ariel started its "turn to 30" campaign to inspire consumers to wash in cool water so that energy can be saved.

Ariel launched a concentrated version of their liquid detergents named Ariel Power in the spring of 2008.

In October 2008, Ariel launched their new Excel Gel product which can be used in temperatures as low as 15 degrees celsius. This product was launched under Ariel's "cold is the new hot" campaign.

Controversial Ads

In 2010, Ariel released a series of controversial web banners that appeared to compare former US President George W. Bush to Adolf Hitler, depicting both in caricature as "stains" that users could transform into more benign characters (Mohandas Gandhi and Charlie Chaplin, respectively), by spraying them with Ariel liquid. The online ads were created for Ariel by Brazilian Ad Agency Ponto de Criação.

External links

• http://www.ariel.co.uk/Default.aspx
• http://www.coldisthenewhot.com/