Description
In an era of moment marketing, this case has been a masterclass in how to nurture sustained and meaningful equity-building to drive growth of share in market and mind. Ariel’s #ShareTheLoad began in 2015, reimagining Ariel’s role as a detergent by asking—"Is laundry only a woman’s job?” Each year we discovered a new cultural insight to fuel the idea of equal homes. Thus growing Ariel’s market share nearly 1.5x and more than doubling households in a highly competitive category. And lowered the number of men who think laundry is only a woman’s job from 79% to 25%.
