Proctor and Gamble

Award Winners: Proctor and Gamble

Through the Ariel Turn to 30° campaign, Procter & Gamble are targeting the part of the product lifecycle where the greatest impact can be made. Rather than solely focus on their direct impacts, they are trying to change customer behaviour, altering how their product is used. Their approach to sustainability – the goal improving their products without trade-offs – really impressed. This was the risky approach, an ambitious campaign, aiming to re-position the product – but is helping to drive sales in an established market and forcing competitors to follow suit."

Procter & Gamble showed through their Ariel Turn to 30° campaign that, once consumer concerns about performance are addressed, positive marketing can be used to encourage sustainable shifts in behaviour.

Launched in 2006, in partnership with the Energy Savings Trust, the campaign encouraged customers to wash their clothes with Ariel at 30°. By promoting the benefit of its cool cleaning technologies, Ariel was able to overcome these barriers, not only helping to reduce the carbon emissions associated with washing, but also saving consumers’ money at a time when energy prices have gone up – a win for everybody.

Impact:-

• One million households have turned to 30°, resulting in an estimated 41% energy savings and 60,000 tonnes of CO2
• 89% of customers confirm that they would continue washing at 30°, shifting long term behaviour
• 88% of customers who changed their behaviour to wash clothes at 30° associated the message with Ariel

Energy Saving Trust research showed a quarter attributed awareness of 30° washing with the Ariel brand.