P&G Ariel - Pan-European
POS Toolkit
The Ariel ATL key visual needed to be translated into store POS in a way that effectively communicated the
core benefits to shoppers. The
Ariel campaign centred around
washing in cold (30C) and it used the image of a 'shivering' piece of clothing. The key visual was adapted so that it would resonate in
the in-store environment.
The final deliverable was a full
toolkit of parts which was
used across Europe as
guidance for usage of assets,
claims and visuals.
