In an effort to push the laundry market back to growth, Ariel has launched a £10.5 million campaign, its biggest in a decade. The campaign aims to convince more shoppers to convert from liquid washing detergent to more premium liquitabs.

The major feature of the campaign is a TV ad that shows the ease and simplicity of washing with liquitabs. The ad will be supported by print, outdoor and selective online advertising, reported Marketing Week.

Ariel is also launching an education campaign around how to use the pods and store them safely with an online video featuring comedian Katherine Ryan. The firms wants to get the half of people who have never tried washing with pods to convert.

“This is the next instalment of a big journey we have been on with Ariel to transform the category by driving conversion into Pods. We want to drive value into the category. People will pay more of a premium for Pod and so we want to encourage them to take that next step,” Ariel brand manager Dan Jalalpour was quoted as saying by the magazine.

Ariel is increasing its media investment by 40 percent over 2018 and spend around its education message by 68 percent.

The significant marketing spend by the P&G-owned brand comes at a time when the UK laundry detergents market is going through flat sales growth over the past few years. It was worth £984 million in 2017, a 2.3 percent year-on-year decline, according to an estimate.

P&G has invested £20 million of marketing money into Ariel, and in particular pods, over the past three years to drive trial, with a third of consumers now using pods versus one-in-five a few years ago, noted Marketing Week.