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Fabric Care Brand Manager East and West Africa, P&G Kenya, Lydiah Kakutwi (left), interacting with Gikomba Market trader, Eunice Manjala during the new Ariel Downy launch. [ Photo / Tellem PR ]

Detergent brand Ariel has a new and improved variant. It says Ariel Downy Pink offers consumers more freshness with the same qualities of the current version.

Ariel has been known as “the stain removal brand” and the launch seeks to step up its market quest by addressing the need for more freshness on clothes in the expanding consumer market.

Ms Lydia Kakutwi, Fabric Care Brand Manager Kenya & Africa Expansion Markets at Procter and Gamble, led the launch in Nairobi’s Gikomba clothing market.

This is the second high-profile launch for the Ariel brand in as many years. In January 2019, the brand launched a revamp of its original Ariel formula.

 The brand is under the Procter and Gamble (P&G) umbrella, the global fast-moving consumer goods (FMCG) company.

“We understand the laundry market is evolving and consumers are at the centre of what we do,” Ms Kakutwi. For the longest time our consumers have been asking for a detergent that provides superior cleaning and that is what Ariel is about.

However, by listening to the consumers, we understood that a large part of them are also looking for a detergent that delivers great freshness.”

 Mr Silas Ouko, Fabric Care Associate Brand Manager, said Procter and Gamble Kenya will continue to innovate as the needs of the consumers evolve. The new variant is available in the same sizes as the original.

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