Effectiveness 08 - Marketing Week

21 MWEA_BOTN_GREEN_CAMP_p21_AA:Layout 1 3/10/08 16:32 Page 59GREEN CAMPAIGN OF THE YEARCOMMENDEDThe Co-operativeFood Ethical PolicyThe Co-operative GroupWINNERDo a Good Turn campaignArielProcter & GambleThe Co-operative tackled the ethical issuesits members care about, including:stocking Fairtrade, own-brand hot drinks;free-range eggs; higher-welfare freshchicken; and own-label eco cleaningproducts, as well as increasing sales4.6% year on year and winning theQueen’s Award for Enterprise (SustainableDevelopment).The Ariel “Turn To 30 Degrees” campaign is aninnovation that helps save energy and reducesgreenhouse emissions. Ariel has been a majorbrand with a dominant share in the crowdedlaundry market since its launch, but in recent yearsfaced challenges in maintaining market leadershipwith own-brands becoming more widespread.The decision to put environmental sustainability atthe heart of the Ariel brand has been influential inrevitalising the brand and driving emotionalengagement and loyalty in an otherwise low-interestcategory.It has delivered not only consistent behaviouralchange and volume sales uplift, but alsowidespread stakeholder and industry accolades forputting energy-saving on the mainstream agenda.The Ariel Turn To 30 Degrees campaign, testlaunchedin 2006 and then rolled out as the Do AGood Turn campaign in 2007, was one of the firstP&G brands in the UK to capitalise on amainstream environmental awakening.Before the start of the Ariel Turn To 30 Degreescampaign, only 2% of wash loads in the UK werewashed at 30 degrees. Today that figure stands at17%. Ariel’s Turn To 30 Degrees wave 2successfully changed customer perceptions.Since Ariel’s [Turn to 30Degrees] campaign, 48%of women link Ariel withwashing at 30 degreesThe 10th Annual Marketing Week Effectiveness Awards 59