In a bid to get the nation washing at lower temperatures, the 'Turn to 30°' campaign for Ariel has delivered both volume sales uplift and transformed the nation's laundry habits - 88% of those that now wash at 30° say they do so because of Ariel. The 'Turn to 30°' campaign, won awards in both the Leading Edge and Ethical categories in the 2008 Marketing Society Awards. The integrated campaign brought about a positive shift in customer perceptions and behaviours - for both commercial and social benefit by making a brand the hero. Find out more...

The objective of the campaign was to educate customers and build awareness that Ariel washing powder could be used on a cool 30° wash.