Ariel

This one was an exercise in demonstrating the value of inclusivity.

Mike and I realised that as a premium brand Ariel is clearly more likely to be bought by people with higher disposable income.

And the people with higher disposable income tend to be over 50.

Yet the briefs always targeted 25-35 year olds.

So we decided to smuggle an older couple into the campaign.

It worked brilliantly.  Sales went through the roof for this segment.

The film demonstrated that with careful strategic handling it’s more than possible to divert a proportion of your spend to talk to your fastest-growing, most prosperous target in a way that includes them.

And proves that talking to boomers works.  Especially if you’re a premium brand