Ariel: Fresh

In order to demonstrate Ariel with a touch of Downy's specially formulated fragrance of just-washed laundry, and the fact that it lasts for up to 5 days, Saatchi & Saatchi, Dubai created special packages that resembled the fresh produce commonly displayed in supermarket aisles. While doing their weekly groceries, shoppers were surprised to find a new variety of produce: freshly laundered clothing.

Advertising Agency: Saatchi & Saatchi, Dubai, UAE
Creative Directors: Maru Kopelowicz, Sion Scott-Wilson
Copywriter: Bianca de Silva
Art Directors: Christopher Jones, Masa Al-Kutobi
Additional credits: Leah Gacal, Jihad Hamza, Joanne Miserandino, Stephane Wahlen, Hamid Naqvi, Heidi Afifi, Sameh Goubran, Muhammed Jifri, Hema Patel

February 2010


atb2005's picture
13561 pencils

That may work in Dubai, but it won't work at my grocery store in Here we don't have the produce displayed/sold in packages. Still, I love the idea: it's funny and clever. Good job.

lynz's picture
104 pencils

Well that is why it was done in the UAE and relative to the market at hand.

Gardner's picture
4 pencils

Some ads require assistance of a psychologist.
Fruits may transfer their quality of freshness to shirts, but in exchange they also receive quality of artificial chemical freshness. That may raise some issues with future sells of fruits in this supermarket.

jamesrothenburg's picture
554 pencils

Uh, you're overthinking this. The ad just says that your clothes smell fresh. Not that they'll smell like fruit, or chemicals, etc.

Adaddicted's picture
3435 pencils

Its great to see usage of new media for the past couple of days!
But, was it necessary to specify the Item and Date?!... which are false.


Misstree's picture
425 pencils

Strange, but displaying it in a fruit stand actually gives me the feeling that'll your clothes will smell like fruit.


Not all who wander are lost.

tirthomitro's picture
2758 pencils

really kewl!!

they showed me a picture & i laughed
dignity has never been photographed

Shubhra Aggarwal's picture
Shubhra Aggarwal
86 pencils

nice ..innovative.. am all for usage of new formats for advertising ..this tends to make more impact on people since they experience these forms of promotion at real touch points, rather than the typical medium used such as the print and TVC ..where there is way too much clutter anyway.
secondly, placement is intelligent too, since the TG is almost similar..most of the times the women are the ones who shop for fruits/ veggies AND they are also the decision maker for the brand of detergent that'll be used at their homes.. so ..i'd give it a thumbs-up!

satrianee's picture
3748 pencils

I think this works a lot. The brand makes its point much louder here other than the product's expected stand. Here it's the only detergent, and it would make a difference if the shopper will have anything similar on the shopping list.

Besides, this is a place where the tags are carefully read. Smart one.

Zeus's picture
906 pencils


silvi's picture
4172 pencils

Direct to the target

J Designer's picture
J Designer
2420 pencils

I like this - the shirts look great next to the fruit....but there are some people that won’t get that this is just advertising and might try to buy the shirt. If customers are able to buy the shirts as well I think this works, if not there will be many confused customers left at the counters.

Billoughsby's picture
5144 pencils

Well done.

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

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