Louise Marsland’s (@Louise_Marsland) pick of new product, packaging and design launches.

P&G hopes to clean up in the detergent market; Gucci gets Guilty; Brand Your Car hits the sweet spot; and Nike does it again…

P&G launches Ariel with world record


Procter & Gamble aims to clean up in the detergent market with the launch of its flagship laundry brand in South Africa, Ariel.

The global multi-national literally broke world records with the launch of Ariel, when over 1000 people gathered to hand wash clothes simultaneously in one location in Johannesburg (the previous Guinness World Record was 496 people).

The clothes were donated to the Red Cross.

Ariel is a 46-year-old brand available in over 85 countries and the category leader in 16 of these markets and the number two brand in a further 22 countries.It will be available in four new products in SA: hand washing powder, auto washing powder, washing liquid and auto power capsules.

Ariel’s new brand ambassador, Keketso Semoko, star of the SABC3 soapy ‘Isidingo’ will be at the forefront of the Ariel ‘Clothed in Confidence’ campaign aimed at empowering women in South Africa to achieve more, starting with the clothes they wear.

Gucci double take

Gucci Guilty

Red Square stores ran its first double window branding campaign for the promotion of Gucci Guilty Black fragrance aimed at the young male and female market.

The campaign was launched by Primedia Unlimited’s Fashion Media to create awareness of the new product and existing Gucci Guilty products.

“Gucci targeted young men and women across Edgars and Red Square stores by not only double branding the windows, but by ensuring further reach with Fashion Media’s Beeper Sleeves and Gondola Ends,” reports Fashion Media’s CEO, Sean Reed.

Red and green LED lights in the store windows created a halo effect around the male and female models.

Brand Your Car revs Huletts


Brand Your Car is a growing mobile advertising platform, which has seen the likes of Pentel, Engen and now Huletts climbing on board recently. Huletts was promoting Equisweet and Sugalite.

“Apart from having a presence on Joburg’s roads for a period of 12 months, the team at, together with Huletts, created an opportunity for carefully chosen brand ambassadors, i.e., the drivers, to have a strong presence at, and participate in, the Global Diabetes Walk,” says’s executive head of sales Jeff Ostrom.

“In the case of the Huletts campaign, we engaged with drivers who were health and weight conscious individuals with an active lifestyle. It was crucial that the target market of our advertisers and the drivers we select to convey the brand message are perfectly matched.”

At the Global Diabetes Walk, drivers and promotions staff were dressed in Huletts Equisweet gear and branded cars were parked strategically at the start/finish line and throughout the route, providing a sweet Huletts  presence at the event.

Product samples were also handed out to the approximately 5000 entrants and included in goodie bag handouts, combined with recipe books containing healthy eating and diabetes based diets using the Huletts Sugalite and Equisweet range of products. All these activities were coordinated through the drivers and the team to provide a full sensory communication campaign.

Nike does it again…


…This time with former tennis star, Andre Agassi – in a renewed partnership to encourage kids to exercise and realise their full potential through sports. Nike and Agassi go way back to 1988 when he was climbing the tennis rankings.

Since his retirement from the game, Agassi has worked to create an education model that combines a diverse curriculum with physical activity throughout the school day to help curb a growing epidemic of physical inactivity around the world.

In this latest collaboration, Agassi will team with Nike to advocate for change, leveraging the ‘Designed to Move’ framework for action that Nike helped create with more than 70 expert organisations in the fields of physical education, health and the built environment (e.g., parks, green spaces and public transportation).

Louise Marsland– Shelf Life by Louise Marsland is a weekly column on MarkLives. Tweet new product, packaging and design launches to @louise_marsland or email her at louise.marsland at

– Want to sponsor Shelf Life? Contact us here.

Louise Marsland has written about the FMCG, media, marketing and advertising industry for 18 years of her 25 year media career as a former Editor of magazines AdVantageMarketing Mix and Progressive Retailing; as well as websites and FMCGFilesShe currently edits the weekly Wednesday Media & Marketing Page for The New Age newspaper; and is the co-founder and Publishing Editor of SA’s newly launched industry trendwatching portal, TREND. at, in partnership with

– Industry profiles you’ll make time for. Sign up for our free newsletter!


Published by Herman Manson is edited by Herman Manson. Follow us on Twitter -

One reply on “Shelf Life: ‘Designed to Move’”

Comments are closed.

Online CPD Courses Psychology Online CPD Courses Marketing analytics software Marketing analytics software for small business Business management software Business accounting software Gearbox repair company Makeup artist