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For 50 years, Ariel has been by German’s side when it comes to doing their laundry. However, in 2022 with the threat of climate change becoming more prominent by the day, Ariel set themselves a new long-term mission; to encourage Germans to reduce their emissions and ultimately protect our planet.

The problem? The thought of taking positive action can be overwhelming for many. Add on a cost-of-living crisis and it’s probably the last thing on people’s lists.

So, Ariel partnered with WWF to show people they CAN take action to:

Protect the climate,

Preserve energy and

Save money…

All with the simple turn of a dial.

But how do you inspire Germans to wash their laundry at lower temperatures and make a real change to their routines?

By introducing the world’s first Cold Wash Laundrette; ‘Der Kaltwaschsalon’, where all washing machines are locked to a 30-degree cold cycle.

Ariel and WWF took over a run-down laundrette in Hamburg and transformed it from top to bottom into something beautiful and eye-catching. Visually bringing together the two brand worlds, the exotic landscape from WWF and cold-water from Ariel, inspired by their cold-wash technology.

The Kaltwaschsalon was a huge success, welcoming over 600 members of the public through its doors over the 5 days. Inviting people to do their washing for free, but also educating them on the innovation behind Ariel’s cold wash products and the positive impacts of turning down. Teaching them behaviours and habits they can take back home to their laundry rooms.

But it wasn’t just the public that came down; we had top media and influencers spreading the word – hot (or cold) off the press. From TV crews filming ‘energy saving’ specials to a full-page feature in Germany’s biggest newspaper.

Over course of 5 days, Der Kaltwaschsalon generated 150x more coverage than Ariel had in one year. Securing 442 pieces with a reach of over 146M.

And this was only just the beginning. Kicking off a 3-year partnership in record-breaking style.

Educating and empowering Germans to turn down their wash, to turn down the temperature of the planet, for now and years to come.