Ariel (laundry detergent)
Ariel is a brand of detergent , which is represented on the German market since the 1960s, and one of the best-selling detergent Europe. The manufacturer is Procter & Gamble .
In 1966, Ariel appeared on the German market for the first time with the Ariel drum under the slogan "Ariel for cleansing" . The first heavy-duty detergent followed in 1968. With it, Klementine (portrayed by Johanna König ) also appeared on German screens for the first time - for the next 18 years she became a detergent advertising icon with her white dungarees and the slogan “Not only clean, but pure” the German market. Clementine's dungarees and her hat were briefly on view in the House of History in Bonn and are now on display in the German Advertising Museum.
Ariel has been around for the main wash up to 60 degrees since the 1970s . Washing powder with multifunctional ingredients ( Ariel Futur / Futur Color ) as well as refill packs and dosing aids were later developed.
Further developments are the Ariel Pocket , a stain pen for the handbag, and Ariel cold-active , which thanks to special enzymes is supposed to clean even at low temperatures from 20 degrees. The reason for this development is a study commissioned by Ariel from the Öko-Institut , in which washing at low temperatures was certified as having great energy-saving potential.
In 2007, Ariel Color & Style Compact was the test winner at Stiftung Warentest in a comparative test of detergents, Ariel Compact Color & Style with Actilift again in 2010, but together with five other detergents. In 2009, however, Stiftung Warentest criticized the range of different packaging sizes for the Ariel Klassik liquid detergent as confusing: bottles of the same shape and only differing in the label are offered in three different quantities. In 2013 the Ariel logo was redesigned.
In May 2014, a failed advertising campaign for a special edition of the detergent for the 2014 World Cup caused a stir, with a white jersey of the German national team printed on the packaging with the words “ARIEL” and “88”. After customers complained about the ambiguity and made the company aware that the 88 is used in the right-hand scene as an abbreviation for " Heil Hitler " (see right-wing extremist symbols and signs ), Procter & Gamble stopped the promotion and took the packs out again the trade.
Web links
Individual evidence
- ↑ Trademark register
- ↑ Press portal .
- ↑ Stiftung Warentest: Test color detergent 2/2007 accessed online on February 4, 2013.
- ↑ Stiftung Warentest: Test Colorwaschmittel 10/2010 accessed online on February 4, 2013.
- ↑ Stiftung Warentest: Ariel liquid detergent - 10 percent more is less test.de, August 26, 2009 (accessed on February 4, 2013).
- ↑ Embarrassing commercial breakdown: Ariel prints Nazi code on detergent packs in Stern from May 9, 2014.
- ↑ advertising Panne: Ariel used abbreviation for Hitler salute in Spiegel Online dated May 9, 2014.