Ariel is the most loved detergent brand in Mexico, for most part of mexican women is not just a detergent is tradition. So when Ariel Power Pods came into the mexican market for the first time, we needed to convice our audience that even the most loved traditions have to evolve. We created a campaign that was protagonized for the most experienced women when it comes to laundry: Our grandmas.
We created Las Poderosas a gang of cool grannies that arrived to teach women the new way of doing laundry.Through an integrated campaign, we delivered diferent messages that educated and entertained our audience across different touch points.
It all began with a TVC commercial, then we made them break the internet through educational webisodes, FB posts and even with a rap song co created along with youtube mexican phenomenons "La Gran Royale".