Ariel has always been the brand of an average consumer who is running a household and is a sensible spender. We did a series of 3 copies targeting Socio Economic Class (SEC) B & C. Our goal was to show normal everyday women who chose Ariel because they are wise in their budgeting.
The first copy (Less Gas Consumption) discusses how a woman cuts up vegetables into small pieces so they have extended utility and consume less gas while cooking.
The first copy (Less Gas Consumption) discusses how a woman cuts up vegetables into small pieces so they have extended utility and consume less gas while cooking.
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