Ariel / Dads #sharetheload
How detergent brand Ariel increased sales in India by 76% by encouraging progressive gender roles
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In the 2016 film, we see a mother racing around her home answering calls, dressing her children and tidying up while her husband sits on the sofa. Her father is watching her and appears to notice the inequality of the situation for the first time. He writes his daughter a letter of apology, saying, ‘I never helped your mum either and what you saw you learnt… Sorry on behalf of every dad who set the wrong example.’ He then vows to start helping his own wife with the chores.
INSIGHTS / The detergent category is full of brands pledging that they will get your whites brighter than the next leading brand. Ariel has shunned those old category norms and opened up a conversational platform around gender equality in the home. This potentially gives it much more to talk about on an ongoing basis.