Name: Muhammad Sufian

ERP: 06966

AD BRIEF FOR ARIEL:

CHANNL AGENCY BRIEF:

Brand: Detergent Country: Pakistan Year: 2015

Range Platform: Date Issued: Approved by Director:

Basic Variant
Job-to-be-Done
Repositioning of Ariel on its special attributes of cleaning the dirtiest stains by micro
cleaning system in the product.

Communication Idea:

Daagh ki safai ab hui asaan. It will be an international TVC of 30secs with decent shots so dont
think
airing on PTV would be a problem

Target Audience- Females 18-45 , SEC A,B & C

Attitudinal: Provocative, Charismatic, Witty, Spirited, Cleanliness loving
Females who love to have clean clothes

Socio-demographic: Women and not girls, family size, quality, service, income, newly married couples,
Washing machine users, and those who are color sensitive of clothes

SEC A, B & C: Educated, those who can afford expensive products, brand loyal

Measurable Marketing Objective(s): (Defined in terms of penetration (trial), repeat purchase, frequency of
purchase, consumption)
Increase per capita consumption of Ariel
Penetrate into the market

USP:

The product has been in the market for many decades and has established its image as the product
which can remove dirtiest and difficult to remove stains

Brand Persona:

A middle aged SEC A woman age bracket 30-38 with a kid not necessarily a house wife.
She may be a working woman who manages the house along side work.
She travels in a car driving herself or with driver and has to maintain a balance between work
and family and to her time is money.
She does not compromise on quality