Ariel has teamed up with former England striker Peter Crouch for a campaign promoting the launch of its super-sized laundry pods.
Specifically designed to handle tougher loads, with “2x stain and odour removal”, Ariel The Big One (rsp: £12/21 pods) rolled into Tesco stores on 26 December.
It has a built-in pre-treat, “so people can forget scrubbing, soaking, separate stain remover or re-washing”, according to Ariel.
Ariel has enlisted Crouch to star in a TV ad to back the launch, in which the 6’7’’ footballer-turned-podcaster finds himself caught in a series of messy situations – all intended to highlight The Big One’s “superior cleaning credentials”.
In the ad, Crouch chests a muddy football, has tomato soup spilled on him by a waiter, parachutes into a pigsty and, finally, gets splashed by a muddy puddle as he hitches a ride.
The campaign will launch this month, running across TV, on-demand, digital, social media and PoS.
“When it came to launching The Big One, it was a no-brainer to work with Peter Crouch – someone famously known for his size – but our partnership goes beyond that,” said P&G senior brand director Laura McIlwaine.
“Peter is known as an outstanding performer in his field and The Big One is a huge innovation which has twice the stain and odour removal of regular Ariel 3in1 Pods and it too, delivers an outstanding performance, making Peter a fitting ambassador for this launch.”
No comments yet