Green campaign of the year

The Ariel Turn To 30 Degrees campaign is an innovation that helps save energy and reduces greenhouse emissions. Ariel has been a major brand with a dominant share in the crowded laundry market since its launch, but in recent years faced challenges in maintaining market leadership with own-brands becoming more widespread. The decision to put environmental sustainability at the heart of the Ariel brand has been influential in revitalising the brand and driving emotional engagement and loyalty in an otherwise low-interest category.

Commended:The Co-operative Food Ethical Policy The Co-operative Group

The Co-operative tackled the ethical issues its members care about, including: stocking Fairtrade, own-brand hot drinks; free-range eggs; higher-welfare fresh chicken; and own-label eco cleaning products, as well as increasing sales 4.6% year on year and winning the Queen’s Award for Enterprise (Sustainable Development).

Winner: Do a good turn campaign Ariel, Procter and Gamble

The Ariel “Turn To 30 Degrees” campaign is an innovation that helps save energy and reduces greenhouse emissions. Ariel has been a major brand with a dominant share in the crowded laundry market since its launch, but in recent years faced challenges in maintaining market leadership with own-brands becoming more widespread. The decision to put environmental sustainability at the heart of the Ariel brand has been influential in revitalising the brand and driving emotional engagement and loyalty in an otherwise low-interest category.

It has delivered not only consistent behavioural change and volume sales uplift, but also widespread stakeholder and industry accolades for putting energy-saving on the mainstream agenda. The Ariel Turn To 30 Degrees campaign, testlaunched in 2006 and then rolled out as the Do A Good Turn campaign in 2007, was one of the first P&G brands in the UK to capitalise on a mainstream environmental awakening.

Before the start of the Ariel Turn To 30 Degrees campaign, only 2% of wash loads in the UK were washed at 30 degrees. Today that figure stands at 17%. Ariel’s Turn To 30 Degrees wave 2 successfully changed customer perceptions.

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