For P&G, Ariel was more than a detergent — it was the crown jewel of their laundry portfolio. Renowned for superior technology promising whiter, cleaner clothes, Ariel aimed to free consumers from the chore of hand-washing. Yet in Southeast Asia, shoppers didn’t always see Ariel as innovative; packaging and messaging lagged behind competitors like Surf and Tide, leaving premium pricing unsupported.
We began by mapping Ariel’s full variant portfolio across the Philippines, India, Vietnam, Singapore, and Malaysia, analysing each pack element to simplify and amplify its value, creating a cohesive pack architecture adaptable across markets.
A single-colour strategy emerged, positioning white as the standard background to communicate cleanliness and innovation, while the Atomium logo was enhanced to signal technological leadership.
Retail realities posed challenges: white surfaces showed dirt easily, and consumers had strong associations with Ariel’s previous green packaging. The solution balanced heritage and innovation — introducing a fresh Ariel green alongside white to create a distinctive, eye-catching brand block.
The new green-and-white packaging resonated immediately, standing out on crowded shelves while reinforcing Ariel’s message of innovation. Shoppers responded positively, helping Ariel reclaim its premium positioning and reaffirm its role as a trusted, modern laundry brand across the region.