Procter & Gamble is launching a version of Ariel that it claims cleans clothes effectively at temperatures as low as 15 degrees.
The household goods giant is heralding Ariel Excel Gel as the biggest breakthrough to hit the £961m laundry category to date. It has also had praise from the green lobby.
The newcomer’s strapline ‘Cold is the new hot’, reinforces the message that consumers can save money on energy – and be more energy efficient – by washing their clothes at half the temperature needed for previous products.
“Ariel Excel Gel is a breakthrough development, designed from the drawing board for brilliant cleaning at low temperatures,” said Irwin Lee, UK & Ireland vice president and managing director, adding that the product took three years and five million trial formulations to develop. “It also demonstrates P&G’s continued commitment to sustainable innovation on big brands.”
Lee said the gel would be rolled out worldwide but said the UK was the best place to launch because the British laundry market was particularly competitive and consumers more demanding.
Environmental campaigners WRAP welcomed P&G’s move and called for other global manufacturers to be inspired by the innovation.
“We hope it will encourage other brands and companies to look at their own product pipelines in a similar way,” said Richard Swannell, director of retail and organic programmes.
Hugh Jones, director of solutions at the Carbon Trust also praised the launch, describing it as an an example of how innovation in design or services could help to drive carbon reductions.
“Businesses that meet their customers’ requirements at the same time as helping to reduce their impact on the environment, will be the ones that capitalise on the opportunities created by the move to a low carbon economy,” he said.
P&G’s previous ‘green’ initiatives include the ‘Ariel Turn to 30’ campaign, launched in October 2006.
“Ariel Excel Gel is a breakthrough development, designed from the drawing board for brilliant cleaning at low temperatures,” said Irwin Lee, UK & Ireland vice president and managing director, adding that the product took three years and five million trial formulations to develop. “It also demonstrates P&G’s continued commitment to sustainable innovation on big brands.”
Lee said the gel would be rolled out worldwide but said the UK was the best place to launch because the British laundry market was particularly competitive and consumers more demanding.
Environmental campaigners WRAP welcomed P&G’s move and called for other global manufacturers to be inspired by the innovation.
“We hope it will encourage other brands and companies to look at their own product pipelines in a similar way,” said Richard Swannell, director of retail and organic programmes.
Hugh Jones, director of solutions at the Carbon Trust also praised the launch, describing it as an an example of how innovation in design or services could help to drive carbon reductions.
“Businesses that meet their customers’ requirements at the same time as helping to reduce their impact on the environment, will be the ones that capitalise on the opportunities created by the move to a low carbon economy,” he said.
P&G’s previous ‘green’ initiatives include the ‘Ariel Turn to 30’ campaign, launched in October 2006.
No comments yet