Procter & Gamble (P&G) is launching a new advertising campaign for Ariel Excel Gel which it says aims to champion an endorsement by independent consumer group Which? of its powerful cleaning credentials.
Led by high profile national TV advertising, the activity also includes press, web and in-store promotions.
According to P&G, the Which? Best Buy for Ariel Excel Gel was awarded with the highest test score Which? has ever given in this product category following comprehensive testing on 85 laundry detergents over the past two years.
The judges noted that while most detergents struggle to give an effective clean at low temperatures, Ariel Excel washed out tough stains such as chocolate ice cream and bolognaise sauce with ease. They also praised the fact that having the ability to wash at 30 degrees or even lower not only saves energy and money for the consumer, but also reduces colour fade, helping clothes look fresher for longer.
To celebrate, P&G is giving away five prizes each comprising three cases of Ariel Excel Gel.