Ariel Kenya and celebrated gospel artiste and Ariel Brand Ambassador Mercy Masika, will next week unveil a campaign dubbed Ultimate Guarantee to reward Domestic Managers (DMs) across the country.
The reward program pegged on the launch of the new and improved Ariel hand wash detergent offers a unique opportunity for house owners to express their appreciation to their domestic managers for diligently assisting in the smooth running of the home affairs. As an ultimate guarantee, Ariel will assist in meeting part of the DM’s financial pains, by asking the home owners to nominate their DMs for a reward. 200 DMs will then be selected and awarded.
Speaking on why the campaign is close to her heart, Masika states, “We are known to reward people for the efforts they put in improving society but we don’t often recognize the amazing work done by our domestic managers. As part of the Ariel family, we hope to touch the lives of these underappreciated women by offering them various tokens of appreciation.”
Touching on the drive behind the direction of the campaign, Ariel Brand Manager Lydia Kakutwi said, “We are very excited to directly impact the lives of the domestic managers because they are a vital part of our business. Not only do they interact with our product on a daily basis, they also provide each and every home with services that are often underappreciated and taken for granted.” She continued, “this is why we have decided to reward them with a small token of appreciation to show them that we value them.”
Mercy Masika, with multiple chart-topping hits and several accolades to her name, has also been working on an Ariel jingle, that will be featured in the new and catchy Ariel TV advert. The jingle presents a unique aspect of gender roles by proving that washing clothes is not only a woman’s job but a duty that can also be tackled by men.
The new multi-media campaign will be brought to life through a series of experiential activations, media engagements and consumer reward programs.