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Ariel: Championship Whites

FREE tennis lessons 

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the campaign

An on-pack campaign design to follow up Ariel’s successful TV ad and to ecourage more children to get involved in tennis

the outcome


  • The idea of Ariel ‘Championship whites’ began life as a TV commercial supported by PR and an on-pack flash.
  • It was successful enough to merit a more integrated follow-up and the campaign saw Ariel achieve No.1 status over Persil for the first time in 10 years.
  • The campaign went on-pack with an offer of free tennis lessons. This promotion was supported on TV and in-store and also by a nationwide PR campaign in which Ariel searched for the tennis champions of the future.
  • More than 100,000 children were encouraged to get involved in tennis.
  • The brand achieved No.1 status again and the ‘Championship whites’ initiative is now one of the most respected campaigns in Procter & Gamble’s history