P&G targets young adults in Germany with Ariel ads

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[Frankfurt, Germany] Procter & Gamble Co. is trying to win over young Germans living in their first apartments with an offbeat TV and print campaign for Ariel Color & Style detergent that was created to run on MTV and in German college magazines.

In the apologetic "Anniversary" ads by Saatchi & Saatchi Frankfurt, out-of-shape people are able to cling to hideous fashions that are decades out of date simply because Ariel's superior cleaning preserves them practically forever. In one ad, a woman wears a too-tight fake leopard print top; the words "Leopard look, 30th Anniversary, 1975-2005" appear on the print ad and at the end of the spot. Other ads feature a woman's bulging thighs in psychedelic leggings (15th anniversary) and a man in a 20-year-old mesh vest. The tagline is "Apologies. Ariel."

"If yesterday's fashion faux pas are still around today, blame Ariel because it keeps your garment looking like new for longer," said Michael Samak, managing director of Saatchi & Saatchi, Frankfurt.

Ariel is the No. 2 detergent with a 12.1% share of Germany's $1.5 billion detergent market, behind Henkel's Persil with a 22.3% share. The bigger rival is the 28.5% share held by own-label discounters.

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