P&G Ariel Women Group

The Brief

Create awareness of the Ariel brand and build market share across the East Africa.

The Journey Insight

Changing the habits and behavior of over 10 million people is a marketing challenge beyond most brands and their budgets. Saying exactly the right thing, to the right people, at the right time and in the right place with pitch perfect creativity is the solution.

The Idea

We developed an innovative and engaging strategy that ensured the target consumer was well educated and equipped to deal with any household and industrial stains while maintaining perfect fabric quality.


Not only has our target consumer benefited from the numerous activations we continue to undertake but lifestyles have also been affected tremendously and lives touched across East Africa. This has seen Ariel being the No. 1 preferred stain removal detergent across East Africa.


February 17, 2016

YDx Kenya