A P&G Innovation: Ariel The Big One - Redefining Laundry in 2025

At P&G, we believe that innovation stems from a deep understanding of consumer needs. By listening closely to what our users want, we can create products that not only meet their expectations but also make their lives just a little bit better and easier. In this blog post, we’re excited to share more on an impactful innovation that we brought to the laundry category earlier this year: Ariel The Big One.

To learn more, we spoke with Alexa, the Senior Brand Manager for Ariel, to dive into what makes this product a game-changer in the laundry aisle.

“Through our consumer research, we found that 75% of people are not fully satisfied with their laundry experience,” Alexa shared. “This highlighted a significant opportunity to drive delight among consumers across various aspects, including stain removal, freshness, and overall effectiveness.”

As washing machines evolve to accommodate larger loads, many consumers inadvertently use the same dosage of detergent, which can lead to less-than-ideal results. Ariel The Big One addresses this issue head-on with its larger pod, designed to deliver the right dose for today’s bigger machines. “It’s not just about cleaning; it’s about simplifying the laundry process,” Alexa explained. “We want people to feel confident that they can tackle any mess without the mental load that often comes with laundry.”

One of the standout features of Ariel The Big One is its built-in pretreatment technology, which aims to minimise the steps and effort required to achieve clean, fresh laundry. “Laundry shouldn’t feel like a chore. With Ariel The Big One, we want you to get on with your day, knowing you’ll have great results,” Alexa emphasised.

The response from the launch? Incredibly positive, and in just nine months after its launch, Ariel The Big One has achieved 10% unaided awareness among consumers, a strong indicator of its impact in the market. “For a new product, that’s a fantastic start,” Alexa noted. “It shows that people not only recognise the brand but also appreciate the benefits it offers.”

Ariel The Big One has also contributed to total category growth, reflecting its successful positioning in a competitive market. “It’s great to know that our innovation resonates with people’s needs.”, Alexa noted.

To further engage consumers, Ariel hosted an influencer event that showcased the product's effectiveness in a unique way. Influencers were invited to paint stains on a T-shirt, which were then removed in real-time, demonstrating the power of Ariel The Big One. “This hands-on approach not only proved the product’s capabilities but also fostered trust and excitement within the community,” Alexa shared.

The best bit about the launch for Alexa? “Seeing the product come to life from concept to shelf has been incredibly fulfilling,” Alexa reflected. “It’s a testament to the hard work of our team and the strength of our brand.”

Hannah Thurston, Senior Account Manager Manager on the business, shared her thoughts:

“Introducing Ariel The Big One to our retail partners was a great experience. The consumer demand was clear, and working closely with our partners to launch this product both in-store and online has been incredibly rewarding. It was a proud moment to see the iconic Ariel branding featured prominently in stores!”

Curious about how Ariel The Big One can transform your laundry experience? Visit your local supermarket to discover the benefits for yourself.

Embrace a laundry solution that simplifies your routine and delivers outstanding results – because with Ariel The Big One, big messes are no big deal!