In a bid to return to Ariel's market dominance of 28 years ago - since eroded by lower-priced brands of increasingly competitive technology P&G is boasting perceptible superiority in stain removing, lint repellent, prevention of chlorine damage to clothes, subtler perfume and an easierto-handle pack.
New Ariel, designed for top performance with all water types, fabrics and washing methods in its area of distribution, is now in stores in Argentina, Bolivia, Chile, Brazil, Mexico, Colombia, Peru, Venezuela, Central America and the Caribbean.
The brand's regional agency, D'Arcy Masius Benton & Bowles, assigned campaign development to its Caracas affiliate Ars/DMB&B. The advertising, based on product trials and testimonials, uses TV as the basic media but spending is secret for competiive reasons.
P&G Product Development Manager Jesus Collantes indicated the company worldwide dedicates 6% to 7% of sales to marketing and advertising each year, while investing $1.3 billion in product research and development.
Copyright July 1998, Crain Communications Inc.