What laundry sacks teach brand teams about home
Curated by Izaldeen Abdulsalam, Business Development Manager
In Saudi homes, the laundry powder sack is basically furniture.
A cousin of mine in Riyadh keeps hers by the washing machine, folded over and held shut with a clothes peg.
The way she describes it as if it's some kind of a '' system ''
It turns out P&G noticed that system too.
According to a WARC case study, Ariel and Tide in Saudi Arabia faced a category where 65% of laundry is sold through hypermarkets and supermarkets, which are costly places to win shoppers.
So the brands worked out what buyers were missing: easier buying, resealable packaging and better value.
Their answer wasn't just another advert. It was a stackable smart storage box that kept the powder fresh, sold through P&G's own app. They backed it with influencers, YouTube, push notifications, mall activations and even door-to-door visits.
WARC reports 100,000 app installs and a 35% repeat rate in the first nine months.
Why it worked:
The product fixed a real annoyance at home, the clothes peg, and the app made buying again the easy option.
The lesson for brand teams:
Before you change the advert, look at what happens to your product once it's home. A small fix there can become the reason people come back.
What does your product look like by day 20 in a customer's home?
Procter & Gamble @Ariel
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