Procter & Gamble’s (P&G) laundry brand, Ariel, has begun rolling out its ‘Every degree makes a difference’ eco-focused consumer campaign across Europe.
In a content partnership with National Geographic Creative Works, the marketing drive aims to demonstrate that through turning down washing cycle temperature people can together reduce greenhouse gas emissions.
The ‘Every degree makes a difference’ campaign, which is already launched in Germany, is coming to France this week. The pan-European marketing seeks to achieve a five-degree drop in average wash temperatures in Europe by 2025.
Lowering the wash temperature is the single most important thing consumers can all do to reduce the environmental impact of laundry, according to P&G.
Via short films and emotive images created by National Geographic Creative Works, the campaign highlights the impact of global warming on the Arctic regions and calls on everyone to make changes that can have a positive impact on the planet.
Virginie Helias, chief sustainability officer at P&G, said: “Serving five billion people gives our brands the unique opportunity to promote conversations, influence attitudes and change behaviour.
“Ariel cleans impeccably in cold water and enables us to switch down the wash temperature when doing the laundry. With this we can all unite on the journey to decarbonise laundry across the entire value chain, helping the climate without compromising on cleaning performance.”
The campaign is part of an expanded ‘2030 Brand Ambition’, announced by P&G today, which focuses on “reinventing clean to decarbonise laundry across its entire value chain”.
Ariel said it is pursuing a sustainable supply chain through analysing the ingredients with highest CO2 potential in its formula and exploring alternative sourcing, working closely with its suppliers. The brand is also looking how to further decarbonise its operations, including investigating “novel sources of carbon and new models for recycling”.
Green Retail World has reported on several companies adding eco messaging into their advertising campaigns, including outdoor equipment retailers Berghaus and Blacks.
[Image credit: P&G]