Ariel (detergent)

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File:Ariel Logo.png
Laundry detergent
Product typeBiological detergent
OwnerProcter & Gamble
CountryUnited Kingdom
Related brandsJoy
MarketsEurope, Latin America, East, Southeast and South Asia, South Africa and the Middle East

Ariel is a marketing line of laundry detergents made by Procter & Gamble. It is the flagship brand in Procter & Gamble's European, Mexican, Japanese, Brazilian, Peruvian, Turkish, Filipino, Pakistani, Colombian, Chilean, Indian and Venezuelan portfolios. In some U.S. stores, Mexican Ariel is available.

History[edit | edit source]

Ariel first appeared on the UK market in 1967 and was the first detergent with stain-removing enzymes. It was a high-sudsing powder designed for twin-tub and top-loading washing machines. With the rise in popularity of automatic front-loading washing machines, a suitable low-suds variant was launched in the early 1970s. The mid-eighties saw the range expanding to encompass liquid detergent and compact powder.

The compact powder was originally known as "Ariel Ultra"; and was subsequently reformulated into the nineties as "Ariel Futur". This was possibly in response to Unilever's launch of the ultimately doomed "Persil Power", which was seen to damage clothes. Compact powders never proved popular in the UK; so when the tablet variant appeared in July 1999, the compact version disappeared.

In 2003, Ariel brought out its quickwash action to its detergents, to allow consumers to be able to do their laundry on a quickwash cycle.

Controversy[edit | edit source]

In 2010, Ariel released a series of controversial web banners [1] that appeared to compare former US President George W. Bush to Adolf Hitler, depicting both in caricature as "stains" that users could transform into more benign characters (Mohandas Gandhi and Charlie Chaplin, respectively), by spraying them with Ariel liquid. The online ads were created for Ariel by Brazilian Ad Agency Ponto de Criação.

References[edit | edit source]

  1. "'Stain Remover' banner ads" archived on

External links[edit | edit source]

Template:Procter & Gamble