P&G revamps liquids


P&G has upgraded the formulas and packaging across its laundry liquid portfolio.

Ariel Liquid now promises to “remove 95% of stains in one wash”. There’s a new dosing cap (highlighted in a TV ad campaign), plus a money-back guarantee.
Bold 2in1 Liquid and Gel now claims to be up to 4.4 times more efficient than the previous formula.
Fairy Liquid and Gel promise a more powerful performance, marketed under the brand’s ongoing Power of Soft marketing campaign.
P&G also claims the performance of Daz Liquid has been overhauled, with a significant improvement on whiteness.
Yilmaz Erceyes, brand manager, said: “We have now introduced a raft of upgrades across that portfolio that makes the laundry experience even more complete, offering consumers the versatility and experience they demand from our respected brands.”