P&G plans September relaunch for Liqui-tabs

Procter & Gamble (P&G) is to relaunch Ariel Liqui-tabs, following complaints that the liquid detergent was not dissolving completely in the drum of the washing machine. The product was first launched last year (MW February 8, 2001).

It has since emerged that P&G removed the product from shelves earlier this year, and replaced it with a new formula two weeks later.

A P&G spokeswoman says: “Consumers would have scarcely noticed that the product had been withdrawn from the shelves as the batches of non-bio liquid were replaced almost immediately.”

The relaunch, which will include new packaging, is expected to be supported by a considerable advertising and marketing budget, which has yet to be revealed.

The new Liqui-tabs, which will be rolled out on September 10, will be available in a see-through tub-like container.

Saatchi & Saatchi handles advertising for Ariel.

P&G’s &£8m launch of Ariel Liqui-tabs last year was intended to beat rival Unilever’s launch of Persil Capsules. Co-operative Group beat both packaged goods giants to market with its own-brand liquid capsules, Brio Actipods.

Unilever beat P&G to market with its Persil tablets in 1998.